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Organic revenue growth in the pharmaceutical industry is getting increasingly more difficult to achieve. The irony is that that the majority of pharmaceutical companies are leaving 12%-35% of MAT revenues on the table each year. The challenge is to find the internal champion to engage the organization in pursuing this unrealized revenue as the causes and solutions cut across multiple departments. This leaves only the most senior levels to accept responsibility to initiate a program to both maximize revenues and minimize sub-optimal spending across all brands and all commercial departments.