Outsourcing global clinical
& medical engagement for accelerated drug approval
& acceptance
The pharma industry is shifting fast. With 800+ drug launches expected in the next five years, manufacturers can’t afford to stick with the same old commercial strategies. Industry leaders recently tackled this challenge in a webinar, breaking down why outsourcing sales teams isn’t just an option—it’s becoming a necessity.
Why It Matters: The pharma playbook is changing. Scott Cohen, Principal at ZS Associates, explains why: “Go-to-market strategies haven’t meaningfully changed, even as customer dynamics evolve.” Translation? Companies are still pouring over 50% of SG&A [selling, general, and administrative] budgets into sales reps and brand marketing—even as HCP access declines. Today, less than half of HCPs are fully accessible to sales reps.
And it’s not just access that’s the issue—HCPs are drowning in outreach. “The average HCP receives one to two promotional touchpoints every working hour of their day,” Cohen notes. “This saturation, coupled with increasing P&L pressures and an impending patent cliff, means that companies can no longer rely on traditional models. The industry is ripe for change.”
A key trend shaping pharma sales strategies is the emergence of micro launches—products with peak sales projections of $300–$500 million, often for niche indications. “These products don’t benefit from the scale of a traditional pharma commercial model,” Cohen points out. “That means companies must be more targeted and strategic in their engagement approach.”
Brian O’Donnell, President of Contract Sales Teams at Amplity, echoes this sentiment: “Market uncertainty is pushing the need for agile, data-driven engagement. Clients need nimble sales teams—whether in-house or outsourced—that can adapt quickly to market conditions.”
Commercialization is getting more complex, and outsourcing gives pharma companies the flexibility to stay ahead. “As a commercial leader, I constantly evaluate what we’re great at and what we’re not,” says Kurt Hawtin, VP of Commercialization Strategy and Effectiveness at Acadia Pharmaceuticals Inc. “When we identify gaps—whether in technology, experience, or access to specialized talent—it often makes sense to seek external partners.”
The ability to quickly scale and deploy specialized talent is a major advantage of outsourcing. “When I look for talent today, the skill set is very different than it was years ago,” Hawtin continues. “Sometimes we need technology expertise, other times we need an account management model. External partners often have deeper benches of talent to meet those needs.”
O’Donnell agrees: “Today, responsiveness is everything. The companies that succeed are the ones that adapt fast, access the right talent, and make data-driven decisions. And often, that expertise sits outside the manufacturer.”
As manufacturers refine their commercialization strategies for 2025 and beyond, outsourcing sales teams is proving to be a strategic advantage. The ability to remain agile, leverage specialized expertise, and optimize engagement through data-driven approaches will be key to commercial success.
“This isn’t about doing more, bigger, and faster,” explains Hawtin. “It’s about being more strategic and making smart trade-offs about where to invest. The companies that embrace this shift will be the ones that thrive in the new pharma landscape.”
The Bottom Line: Winning in pharma sales isn’t about doing more—it’s about being smarter. Having the right partner—one who moves fast, scales with your needs, and delivers real results—can be the difference between good and great in this rapidly evolving industry.
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