Survey of C-Suite leaders highlights why life sciences
commercial model requires an urgent shift
SAN
FRANCISCO, Aug. 6, 2024 /PRNewswire/ -- Grey
Matter Marketing, the exclusive life sciences category design firm,
today published The 2024 State of Life Sciences C-Suite
Report, an industry report which uncovers a revenue reliability
crisis that is impacting financial performance, market cap growth,
company valuation, and innovation within the industry. Of concern,
two-thirds of C-Suite executives surveyed reported that less than
60% of sales reps hit their quotas in the past three consecutive
quarters, and only 17% of respondents cited 70% or greater of
their reps met their quota in the same time period.
"The industry's future success hinges on
embracing transformational change to achieve reliable revenue,
foster innovation, and meet the evolving demands of healthcare
providers and patients," said Holley
Miller, president and founder of Grey Matter
Marketing.
The report, based on a survey of C-Suite executives at life
sciences companies across the U.S., reveals that unreliable revenue
is a major concern, despite the estimated growth for the life
sciences market at a robust CAGR of 11.75% between 2023 and 2028.
Reliable revenue ranked high on the list of top priorities for 2024
along with innovative pipeline production. Without reliable
revenue, leaders find it challenging to make management and
investment decisions—critical for funding future innovation. The
symbiotic relationship between these initiatives puts even more
pressure on the C-Suite to develop reliable revenue.
The life sciences landscape is undergoing significant changes,
including regulatory shifts, value-based reimbursement models, and
reduced physician access—all directly impacting revenue models.
These shifts in the industry are eroding the effectiveness of the
traditional, sales-led commercial model, necessitating a strategic
pivot in commercialization strategy.
C-Suite leaders can gain a critical advantage by understanding
what drives commercial excellence and reliable revenue, despite
economic disruption. In turn, building a reliable revenue engine to
meet and exceed targets will contribute to market cap growth and
increased valuation. The report also segments C-Suite
respondents into low-, mid-, and high-performing companies based on
their sales reps' quota achievements, offering tailored strategies
for each group.
"The life sciences industry is facing unprecedented challenges
in the new healthcare economy," said Holley
Miller, president and founder of Grey Matter Marketing. "The
legacy sales-led model is falling short, and many companies are
struggling with unreliable revenue."
Other key findings of the survey include:
- Disjointed Growth Strategy Leadership: There is no clear
department leading commercial growth across life sciences
companies, resulting in fragmented efforts and missed opportunities
for alignment and accelerated results.
- Underestimating Market Adoption Time: A significant disconnect
exists between perceived and actual time required for market
adoption of new products, procedures, and protocols, even despite
significant clinical evidence.
- The Need for Differentiation: Companies that focus on
generating new demand and creating uncontested market spaces,
experience significantly faster revenue and market cap growth
compared to those competing in existing markets.
- Misalignment with Customer Needs: Understanding what customers
really value is critical for driving adoption and reliable revenue.
The greater value a company or product/service can deliver, the
more premium pricing the market is willing to pay.
"These findings underscore the urgent need for life sciences
companies to pivot from the legacy sales-led model to a proactive,
differentiated commercial strategy," said Miller. "The industry's
future success hinges on embracing transformational change to
achieve reliable revenue, foster innovation, and meet the evolving
demands of healthcare providers and patients. It's about redefining
how we engage with markets and innovate within our commercial
models."
Competing for market share in an existing category is risky and
correlates to underperformance against revenue expectations and
thus impacts both innovation and company valuation. To stop the
downward spiral, leaders must create a new space in customers'
minds instead of competing on features. This commercial approach
tends to grow revenue four times faster and market cap six times
faster than other companies. They also win the battle to earn 76%
of the economics of that new category. This strategy builds a
reliable revenue engine to fuel future innovation and growth.
Access the full report here, and read more about how life
sciences executives are planning and preparing to meet business
objectives in 2025 and beyond.
About Grey Matter Marketing
Grey Matter Marketing, the
exclusive life sciences category design firm, specializes in
accelerating commercial growth using brain science to drive
behavior change and advance the standard of care for patients and
providers. Category design radically differentiates products
creating a newly-defined, ownable space in the market. Grey Matter
Marketing works exclusively with life sciences CEOs who want to
transform their commercial model to achieve reliable revenue, drive
market adoption, and accelerate their market cap or valuation. For
nearly 20 years, Grey Matter Marketing has served hundreds of
executive leaders to change their company's trajectory by standing
out in a way that matters to the market and rendering the
competition irrelevant. To learn more, please visit
www.greymattermarketing.com.
Media Contact:
Jennifer
Sefakis
Jennifer@greymattermarketing.com
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SOURCE Grey Matter Marketing