HMP Global August 27, 2025
Elliot Zimmerman, chief commercial officer, Verana Health
Regulatory approval is hardly the end of the journey from laboratory to patient. Often heralded as a triumph, this milestone in fact marks the beginning of a new phase: commercialization.
Unfortunately, commercialization too often gets underestimated. Despite encompassing manufacturing, supply chain, market access, reimbursement, marketing, sales, and on-going surveillance and monitoring, commercialization almost seems to be treated as an afterthought.
When organizations rely on outdated systems, fragmented data, or static planning cycles, a disconnect arises between market opportunities and execution. Companies become slow to identify the right prescribers, engage patients, and respond to market shifts.
Increasingly, however, the power of artificial intelligence (AI) and real-world data (RWD) is opening a window to a...
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