Historically, the pharma commercialization model has been characterized by a largely decentralized construct, with individual brand teams driving most facets of the commercialization process. However, the emergence of centralized digital commercial operations in pharma organizations at global and regional levels has dramatically enhanced brands' ability to engage customers in a more coordinated and efficient manner. As the technology landscape evolves, the next frontier for commercial operations leaders involves leveraging advanced technologies—such as modular content, artificial intelligence (AI), and Generative AI—to introduce greater personalization, respond more swiftly to customer needs, and create value at the moment of necessity.
