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The pharmaceutical industry knows it has to re-shape its marketing to meet changing customer needs, increasingly restricted access to prescribers and growing financial pressures. The traditional model doesn’t fly anymore. Pharma marketing needs to move from managing a sales force to delivering a multi-dimensional, integrated communications plan.

Our Insights discusses the challenges and suggests a way forward, using an approach called Commercial Spend Productivity and a tool called Market Contact Audit (MCA®), a tool offered by Alvarez & Marsal’s analytics partner, Integration. After running about 100 studies around the world we can see some patterns emerging that show managers where the opportunities are, and how to avoid making important mistakes, and we give some examples within this Insights document.