Customer Valuation in Pharma

Author:

Sanjay K Rao

Source:

Customer valuation is an invaluable concept for streamlining the development, commercialisation and life cycle management of pharmaceutical compounds as they advance from discovery through the pipeline to realisation as viable products serving distinct patient needs.

Its essence is defined by incorporating systematic and ongoing feedback from potential customers into every stage of a compound’s life. When conceived and executed using a thoughtful long-range plan, customer valuation reflects seamless integration of a pharma company’s commercial skills into its developmental programmes.

For pharma the benefits of adopting a rigorous customer valuation...