As we move from the ‘new normal’ to the ‘next normal’ and beyond, the landscape for pharma’s commercial operations continues to shift, with all stakeholders beginning to adjust to a post-pandemic world.
Whether it’s premature or not to talk of conditions being truly ‘post-pandemic’, we have certainly left behind the depths of COVID’s acute phase, with all the unprecedented upheaval that wrought on companies’ traditional engagement efforts.
We can also see the digital acceleration experienced by pharma over the last two and a half years beginning to take hold, with some improvements in digital excellence last year, as organisations adjust to the changed circumstances.
This year, those circumstances have changed to gradually allow face-to-face events, in many cases for the first time since 2019. One of those was Reuters Events’ Customer Engagement Europe, which took place at the Hilton London Tower Bridge at the end of May.
In addition to it proving to be surprisingly nice to be back in a large hotel ballroom once again for an actual in-person conference, the event was a useful opportunity to take stock of the some of the shifts that the industry’s commercial organisations face and hear some pandemic, and post-pandemic, lessons.
• Read my PME article on pharma customer engagement and content strategies in full in the magazine’s September 2022 issue
Dominic Tyer 