Like so many of today’s pharmaceutical leaders, Kodak for decades leveraged its storied history of innovation to lead the market in its field. As with photography 30 years ago, advances in technology and other market trends present a disruptive change to pharma today that alters how consumers buy and how we go to market, one that pharma leaders must address or face Kodak’s fate.

 

In this article, we offer insights on how to adapt to these changes: why the fundamental approach to customer engagement must change, how to envision the future of the pharmaceutical sales role and how better management and team collaboration can redefine the future of selling.