Life sciences commercial models have undergone an accelerated evolution due to COVID-19, pushing digital engagement and patient centricity to the forefront. Countries responded differently—Italy quickly returned to face-to-face, the UK stayed largely remote, Spain leaned on e-detailing, while the U.S. shifted gradually back to in-person. Future models will demand hybrid roles, new KPIs, and agility. Outsourcing partnerships are rising in value, with firms like IQVIA offering data-driven insights, launch support, and flexible approaches. Success requires stronger digital strategies, deeper understanding of patient journeys, omnichannel coordination, and investment in team skills.

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