John Mack, better known as @Pharmaguy from Pharma Marketing news asked me to have an interview with me about this new commercial model for pharma, working customer centric.
Here’s the interview. Having no transcript, I added my pre-interview notes.

Following up the presentation of our project with a pharma company in the Netherlands on How Pharma can enhance its impact and reduce costs of marketing, we present our chalkboard sketch to construe a new commercial model for a pharmaceutical market approach: an approach that would guide the decision makers in the company to construe the right set of activities to focus on accounts with the best chances of success, engage with its decision makers on drug prescription effectively and provide added value to their medicines so as to help care providers to help their patients better.

It is not an easy task to change pharma’s market approach. Ever since 2002, product oriented detaling has been grown into a firmly standardized routine for all pharma companies. But markets have changed in the meantime and have become different by structure, reimbursement and price. Avoiding the commodity trap is challenging. Here is a short review of how we changed in the Netherlands and put customer first.

Having witnessed the Dutch Health Care Reform (see Wikipedia), it is inspiring to review it to evaluate what processes and forces have initiated the development and formed its course.
Based upon our studies, we construed this presentation

The best digital health app is conversation

Although our attention may be distracted from time to time by a health-related smartphone or tablet app, a health tracking device, a quantified self peripheral, or some another piece of shiny, soon-to-be-outmoded future junk, I hope it is becoming obvious by now that the best digital health app currently available is conversation.
..
So indeed, a change in attitude to listen rather than to speak may help us getting on!