A practical reference for commercial life sciences teams navigating the omnichannel landscape.
If the goal is true omnichannel orchestration, it must. While the field’s role may have evolved during the last year, it is still an integral channel in pharma’s commercial model—especially given the rise of the “hybrid rep,” whose domain includes both face-to-face and digital interactions. Successful omnichannel orchestration will require commercial teams to move away from siloed approaches where “digital NBA” and “field NBA” are considered separately.