Updated: Nov 10, 2020
We've all grown in different times, but - I believe - we've all passed through it.
First, it came to empathy and the importance of personal relationships in transforming the leads to formal business. Then it came to added value, and the importance of bringing any advantage, from product feature to margin, from market positioning to operational simplicity. Presently, our commercial driver must be patient outcomes, that's the only way to place our product on pharmacy, clinics and hospital shelves, to achieve a good sell-out and product usage and to make our business sustainable.
To have an innovation mindset is not always about bringing new molecules, new product indications or new product features. May be also about having a different approach to the market, different regulatory strategies and a new pricing model, that reflects on patient outcomes.
Not always easy, not always possible, but no one said it would be.