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In today's value-focused environment, the relationships that pharmaceutical companies have with these increasingly important organized customers, along with these customers’ own expectations for those relationships, are shifting rapidly. Among other things, organized customers are reducing access to sales representatives who do not provide value, and are increasingly turning to specialty pharmacies for value-added services, such as patient support services. Pharmaceutical companies have been moving to adapt, responding with their own efforts to restructure and redeploy resources to better engage with key decision-makers and other stakeholders. Few companies are likely to boast that these changes have been easy, and indeed, results so far continue to be mixed, for a number of reasons. This article takes a look at challenges many pharmaceutical companies continue to face in their approach to the organized customer, and strategies companies should consider for maximizing the many new opportunities that exist for fostering deeper and more mutually valuable customer relationships.
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