艾昆纬-克服商业领袖的7大挑战（英）-2024-11页.docx

Overcoming7TopChallengesof

CommercialLeaders

PracticalStrategiesfor

AddressingPersistentIssues

Asthelifesciencesindustrybecomes

increasinglycompetitive,digital,and

complex,commercialleadersareturningtocomprehensive,centralizedomnichannel

approachesgroundedindata,advanced

analytics,anddeepdomainexpertise.

Arecentreportassessingindustryadvertising

budgetsfoundthatpharmaadspend

continuestogrow,markingayear-over-yearincreaseof12percent—withmostofthosenewdollarsspentondigitalactivities.1While,

intheory,theseinvestmentscansupport

improvedpersonalizationandcommercialeffectiveness,manymarketershaveyettoobserveasignificantmeasurableimpact.

1./insights/u-s-smi-core-release-note-september-2022/

Asurveyof130biopharmaexecutives

conductedbyIndustryDivesetouttopinpoint

what’scausingthisdisconnect.Sevenkey

factorsemerged,includingorganizational

silos,dataexchangeproblems,andalackof

techintegration.Inthisplaybook,withthe

helpofbiopharmaexperts,we’reexploring

practicalsolutionspharmaleaderscanuseto

navigateandovercomethem.

Thepagesthatfollowsummarizethe

surveyfindingsandofferactionable

recommendationsonovercomingeachkey

challengegroundedinexpertperspectives.

B

B

Challenge1:Interdepartmentalsilos

85

85%

ofbiopharmaleaders

struggletobreak

downsilosbetween

departments

“It’sunsurprisingthatthetopchallengeleaders

experienceisorganizationalsilos,”saysPooja

Jain,GlobalDirectorofOrchestratedAnalytics

atIQVIA.“Notonlyisthiscausingmajor

operationalinefficiency,butithasasignificant

impactonbrandperformanceduetooutreach

programs