Cracking Pharma’s GTM Code Starts With Knowing What Competitors Are Doing Before They Do It
Global pharma is moving faster than ever. With the industry crossing USD 1.8 trillion, commercial success no longer depends on product quality alone.
Yet most pharma companies still operate with incomplete visibility. They track competitor product launches or MRs on the ground, but miss the deeper levers that actually determine commercial success:
- How lean or aggressive their salesforce is
- How well their digital orchestration works
- How optimized their distribution and patient access programs are
- How quickly they adapt GTM models therapy-by-therapy
This is where Nexdigm’s Pharma GTM Competitive Intelligence gives companies a decisive edge.
The GTM Pressures Pharma Cannot Ignore Anymore
Even the strongest pharma portfolios fail without competitive clarity. These industry shifts make GTM benchmarking indispensable:
- Sales Engagement Is Fragmenting Fast: HCP in-person access has dropped by 30–50% in many global markets.
- Digital Fatigue Is Real: More than 60% of physicians reduce engagement when companies overuse webinars and remote detailing without personalization.
- Channel Economics Are Changing: Specialty distribution is growing at 2× the pace of traditional wholesale.
- Patient Support Programs Are Now Mandatory: In chronic therapy areas, 70%+ adherence programs directly influence formulary preference and prescriber loyalty.
Decoding the Four Pillars of Pharma GTM With Competitive Intelligence
Sales Force Structure
Nexdigm benchmarks competitor field-team deployment across therapy areas, geographies, and HCP engagement models. We evaluate:
- Coverage ratios (e.g., 1 rep per 80–120 physicians in primary care vs. 1 per 30–40 KOLs in oncology)
- Hybrid field models combining digital + in-person engagement
- Allocation between branded, generic, and specialty teams
Distribution & Channel Strategy
We map competitor approaches across:
- Direct vs. distributor-led models
- Influence of specialty pharmacies
- Price-control mechanisms in emerging markets
- Digital pharmacy integration in developed markets
This helps clients align distribution economics with market maturity and therapy complexity.
Digital Engagement Models
Nexdigm assesses:
- Remote detailing maturity
- CRM + omnichannel tool adoption
- AI-driven segmentation and personalization
- Content cadence and HCP experience design
We compare digital sophistication across brands to reveal white-spaces in execution.
Patient Access & Support Models
We benchmark:
- Co-pay support
- Navigation programs
- Telehealth partnerships
- Adherence ecosystems
Especially crucial in markets where 60–70% of therapy outcomes depend on long-term adherence.
Nexdigm Case
A global mid-sized pharmaceutical company struggled with weak HCP engagement in two high-priority therapy areas. Nexdigm mapped competitors’ GTM playbooks across five countries, analyzed digital–field force mix, and benchmarked patient-support offerings. Within five months, the client redesigned its GTM blueprint, improved HCP engagement by 31%, and accelerated new prescription growth across both therapy areas.
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Harsh Mittal
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