In today's complicated markets, where customer power is rapidly increasing, delivering more value means greater market share. Understanding how to create greater value is the critical capability that drives more effective allocation of resources. Leveraging new technology in new ways enables this to occur.

Accomplishing all of this requires a comprehensive, strategic approach to change, including evaluating potential sales and marketing innovations in light of the company's long term strategy and its future commercial focus with respect to practitioners, patients, and payers. Those companies that can quickly anticipate and capably address the changing needs of select customer groups are likely to achieve leadership position in their core therapy areas.

John Moran leads thought leadership for the Commercial Optimization Center of Excellence for IMS Consulting. He can be reached at jmoran@us.imshealth.com
Chris Nickum is Global Practice Leader, Commercial Effectiveness, IMS Consulting. He can be reached at cnickum@us.imshealth.com