This IQVIA white paper argues that pharma’s commercial model must evolve to address healthcare consolidation, shifting patient priorities, declining physician access, and digital disruption. Traditional rep-led engagement is giving way to integrated, omnichannel approaches, direct-to-patient models, and enterprise-level partnerships with health systems and payers. Generative AI is reshaping data use and patient access, while value-based care and regulation add complexity. Success depends on leadership vision, cultural readiness, and talent strategies. Future-proof models require agility, connected intelligence, and customer-centric engagement to sustain growth beyond 2025.

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