2020 has been a challenging year for all industries. For pharma and its HCP customers even more so. All eyes are on the companies developing vaccines and drugs for treatment of COVID-19, while doctors have closed their doors for pharma reps. Long established processes have been disrupted and complex market strategies have been rendered useless. Each pharma no matter big or small, innovative, or generic, had to improvise and come up with contingency plans to save the year. Some have been slower waiting for the old ways to come back, others have been more agile experimenting with digital and expanding boundaries, most are in the middle digitally curious but not risking too much.

“Sales at Any Cost” is Not Sustainable in the Long Run

For commercial organisations, profits are important. But it cannot be 'at any cost' and certainly not at the cost of human life. As healthcare providers helping to mitigate the pain and misery of millions of human beings, we need to remember that charity begins at home.