Translating ‘Digital-First’ to Commercial Success

Shetal Vyas, SVP, Commercial Strategy & Development, Ardelyx

The pharmaceutical industry is facing unprecedented challenges. A looming patent cliff threatens more than $200 billion in annual revenue through 2030, the largest in history. Simultaneously, the Inflation Reduction Act is creating significant pricing pressures, with Medicare now empowered to negotiate drug prices. Adding to these hurdles, nearly half of all product launches reportedly fail to meet their first-year goals, underscoring the need for innovation in commercial strategies.

In response, many pharma companies have recognized the need to adopt a “digital-first” commercial strategy. This approach is a fundamental rethinking of how organizations engage with healthcare providers (HCPs), payers, and patients. Digital-first places customers at the center of all interactions, enabling personalized and seamless engagement across multiple channels through data-driven strategies.

The shift to digital-first is not without challenges. Outdated commercial models, fragmented data systems, and compliance barriers can create obstacles.

To understand digital-first, it is important first to clarify what it entails. The concept goes far beyond digitizing existing processes. Instead, it reimagines customer engagement from the ground up, with every touchpoint—whether through sales, marketing, or support—feeding into a comprehensive customer profile. This enables companies to better understand customer needs and deliver targeted solutions.

Take oncology as a strong example. Physicians in this field face overwhelming challenges, including complex patient journeys, navigating payer requirements, and managing high patient volumes. Administrative burdens only add to this complexity.

A digital-first approach can help alleviate these pressures by integrating hub systems with electronic medical records, providing clear reimbursement pathways, and delivering accessible patient education. By streamlining these processes, digital-first strategies not only improve physician workflows but also enhance patient care and spur product adoption.

From a commercial perspective, digital-first enables companies to operate more efficiently while creating stronger customer connections. Digital tools can automate routine tasks, reduce administrative overhead, and allow HCPs to focus more on patient care. Unified systems ensure that sales, marketing, and market access teams align around consistent messaging and engagement strategies, driving brand loyalty.

Moreover, the insights gained from digital-first strategies are invaluable. By gathering and analyzing data from every customer interaction, companies can make better decisions about product development, marketing campaigns, and engagement approaches. Technologies and tools such as artificial intelligence and machine learning amplify these benefits, enabling predictive analytics and personalized recommendations.

By presenting a unified brand experience, companies can build trust and foster stronger relationships with HCPs, payers, and patients. Consistency across engagement channels ensures that every interaction is meaningful, whether it is through a digital ad, a sales representative, or a patient support or assistance program. This helps to differentiate companies in an increasingly crowded market.

Despite these clear advantages, many pharma companies struggle to fully embrace digital-first strategies. Fragmented data is one of the biggest challenges, with valuable information often siloed across different departments. Additionally, many organizations are reluctant to abandon legacy models that rely heavily on in-person sales interactions. Security concerns around sensitive healthcare data also add complexity, requiring companies to implement stringent safeguards.

To overcome these barriers, drugmakers must invest in technologies and processes that enable seamless data integration and cross-functional collaboration. Partnering with experts in digital transformation and data management can also accelerate progress.

Importantly, digital transformation is not just about technology—it is about people. Successful implementation requires a human-centric approach that prioritizes employee buy-in and adoption. As a commercial leader, I emphasize that digital-first is not about talking at healthcare providers, payers, or patients. It is about listening to them, understanding their needs, and engaging meaningfully. Every interaction should contribute to a broader understanding of the customer, enabling companies to create solutions that are relevant and valuable.

In today’s challenging environment, adopting a digital-first strategy is no longer optional—it is essential. By rethinking customer engagement and leveraging the power of digital tools, pharma companies can navigate pricing pressures, manage the patent cliff, and maximize the value of their products within shorter timeframes. Digital-first strategies also position companies to adapt to future market changes, ensuring they remain competitive and relevant.

Shetal Vyas is SVP, Commercial Strategy & Development, Ardelyx