The Commercial-Medical Love Story

Why old frameworks are new solutions to future collaboration

Whitepaper•Published February 2024

Commercial and medical teams never used to get along. For decades they seemed at odds: the jocks vs the nerds; the gunslingers vs the boffins. But now it’s 2024, and this description is way out of date.

Yet some of the reasons persist. Both sides still play different sports. From misaligned objectives to touchy compliance questions to ambiguous ROIs, it’s no wonder they haven’t been able to score in the same goal very often. However, as both medical and commercial teams become more data-driven, their differences are reducing. Convergence is now inevitable, if still painful.

There is an answer. By harnessing automation technologies, our industry is within touching distance of achieving successful end-to-end operations between medical and commercial teams. All we need after that is a process to implement it. That process is the M–C matrix, and this whitepaper will show you how it works.

Paul Simms
Chief Executive, Impatient Health

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Paul Simms Chief Executive Impatient Health Read more

Paul Rowe Vice President, Head of Medical, Specialty Care, North America Sanofi

Florent Edouard SVP, Global Head of Commercial Excellence Grünenthal Group

Erasmus Holm Director, Pharma & Commercial Operations MSD Netherlands

Patrick Laroche Vice President Medical Affairs, Operational Excellence Strategy EMEA The Janssen Pharmaceutical Companies of Johnson & Johnson

Emma Vitalini Head of Global Medical Digital Strategy Amgen

Evjatar Cohen Industry Leader, Life Sciences Appian Corporation

Tiana Homsani Global Head of Marketing Excellence Abbott

Danie Du Plessis Executive Vice President Medical Affairs Kyowa Kirin International plc

An inevitable convergence

We no longer work in an environment that suffers from a lack of commercial and medical cooperation. These teams have been convergent for some time, but now we have the tools that can make the most of a new partnership. To quote one interviewee: “Strong partnerships between medical and commercial teams is a must. This collaboration is no longer optional – it’s essential for delivering superior customer engagement.” If you’re looking for ways of streamlining your field operations, download this whitepaper.

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32 pages of insight

This paper brings practical, implementable solutions, informed by top industry leaders, to show how there is a better, more efficient and more profitable solution to medical–commercial collaboration.

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