2025 ZS biopharma commercialization report: Modernizing the go-to-market model

Each year, ZS delivers thousands of trends conversations, topical innovation sessions and benchmarking perspectives to our biopharma clients. Recently, these conversations with executives had a noticeably different tenor with respect to commercialization:

• Recognition that there’s now no margin of error for execution
• Urgency to drive efficiency and savings while pursuing advanced levels of effectiveness
• Willingness to build toward a different status quo—with AI, of course, but also by starting to break down long-held beliefs about how we go to market

Not all of these translate to outwardly bold moves, but they lead us to a tipping point in thinking and willingness to act toward real change in what’s historically been a consistent commercialization model across most of the pharmaceutical industry: rep-led, product-centered and prescriber-focused. For competitiveness and top-line success, leaders are asking more about how to change in ways that drive real and differential impact with customers—advancing them along a journey at every touch point.

This change prompts many conversations, questions and calls to action. In this report, we share insights from ZS surveys, benchmarks and expert analysis, highlighting how top organizations are adapting. We also offer key strategies and predictions on modernizing go-to-market models to blend human and digital engagement for lasting growth.

Download the report.