This document explores the importance of modern commerce, particularly in the healthcare industry, where dynamic pricing science is becoming crucial for maintaining growth and competitiveness. Traditional B2B buying processes are evolving, with a growing emphasis on economic considerations and personalized, frictionless buying experiences. Dynamic pricing, powered by machine learning, enables companies to offer real-time, consistent pricing across channels, improving customer satisfaction and profitability. Real-world examples from companies like Cardinal Health highlight the significant financial benefits of adopting modern commerce strategies, including increased profit margins and improved quote-to-close ratios. The time to embrace this shift is now.

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