MedCity News January 8, 2026
Those who act first will lower cost to serve, boost rep productivity and deliver customer experiences that feel personal, not programmatic. Those who wait risk falling behind as competitors turn engagement into a true differentiator.
Human relationships are and always will be the crux of meaningful customer engagements in the pharmaceutical industry. No channel rivals the impact of a well-prepared, well-supported representative. Our research shows that up to 70% of impactable sales are driven by field engagement – far more than direct to consumer (DTC) or non-personal promotion. Yet reps are navigating splintered customer relationship management (CRM) systems and incomplete data. Only 1 in 4 field teams feels fully supported by their CRM, showing that the base needs modernization. After...
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