Beghou Partner Rohit Gupta shares a compelling case for why the traditional pharmaceutical sales representative model has run its course and what must replace it.
Gupta argues that the current rep model no longer fits the realities of modern pharma commercialization.
The blockbuster drug era, which once justified large, high-frequency sales forces, has given way to specialty therapies, smaller patient populations, and increasingly restricted HCP access. Today, fewer than half of U.S. physicians are open to in-person visits, and half of accessible doctors meet with only three or fewer companies.
To address this, Gupta outlines three evolving rep archetypes in the article with Pharmaceutical Commerce.