Why is it so difficult to evolve our commercial model in the pharmaceutical industry? What are the barriers to change that are slowing down our efforts? Despite years of discussions, investments and effort, our industry has still not been able to crack the code of a more integrated commercial model, where technology and people really bring out the best in each. Have we really been trying to profoundly change our organizations? Have we just been adding extra layers and systems? How can we really and deeply transform our mindset to unlock the potential of having different channels tailored to all of our customers.

A perspective from affiliate and from HQ.

1) Why so resistant to change?
2) Going back to basics - resisting the "shiny new toy" syndrome, or process over system.
3) Lets break barriers between functions - really

Mathieu Gilbert

EX Vice President Strategic Projects

Novo Nordisk