This article from Bain & Company, titled "Medtech and Pharma Sales Go Virtual," discusses how the COVID-19 pandemic has fundamentally shifted the commercial models for medical technology and pharmaceutical sales.
It highlights a significant and likely lasting change in physician preferences, with a large percentage of doctors and surgeons now favouring virtual interactions over traditional in-person visits from sales representatives.
The piece emphasises that companies in these industries must adapt by developing a mix of commercial models—combining virtual support with selective in-person engagement—to effectively reach healthcare professionals in this new landscape.