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The Commercial-Medical Love Story

Why old frameworks are new solutions to future collaboration

WhitepaperPublished 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 But now it’s 2024, and this description is way out of date.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 - Headshot Photo Paul Simms
Chief Executive, Impatient Health

Paul Simms - Headshot Photo

Paul Simms Chief Executive Impatient Health Read more

Paul Rowe - Headshot Photo

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

Florent Edouard - Headshot Photo

Florent Edouard SVP, Global Head of Commercial Excellence Grünenthal Group

Erasmus Holm - Headshot Photo

Erasmus Holm Director, Pharma & Commercial Operations MSD Netherlands

Patrick Laroche - Headshot Photo

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

Emma Vitalini - Headshot Photo

Emma Vitalini Head of Global Medical Digital Strategy Amgen

Evjatar Cohen - Headshot Photo

Evjatar Cohen Industry Leader, Life Sciences Appian Corporation

Tiana Homsani - Headshot Photo

Tiana Homsani Global Head of Marketing Excellence Abbott

Danie Du Plessis - Headshot Photo

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

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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.


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.


Download your copy of the whitepaper