ABSTRACT
Competitive advantage and operational performance are referenced and connected with commercial excellence and digital marketing in several different ways and with different meanings for pharmaceutical organizations. The main purpose of this research work is to investigate how commercial excellence and digital can be perceived as an effective approach and model to current commercial pharma challenges with efficient utilization of resources, data, decision-making capacity, and agility gain. This research study also aims to develop a systematic approach to commercial excellence and digital through the following research question: which opportunities, challenges, and use cases are most relevant and decisive to pharmaceutical commercialization processes and capabilities?
The selected research question therefore aims to identify commercial excellence and digital projects that most influence commercialization processes and capabilities within the pharmaceutical industry. This chapter’s research consists of a focus group study conducted with 32 industry professionals between January and April 2021. The criticality to understand the different challenges and opportunities in a pandemic phase and how pharmaceutical companies are facing the recent challenges in sales, medical issues, and marketing operations with the resource and support from commercial excellence and digital frameworks will be key research areas for this research paper.
