For the past decade, we tried to be Amazon. We hoped to sell scripts like Amazon sells shower curtain rings. We talked about, “Customer Journeys.” Except our HCPs don’t buy scripts from us. From us, they want science to support their clinical decisions. So, ecommerce is not our model. As an industry, we provide science. We investigate novel ideas. And, we publish those results. We even put them in places that are credible. In pharma, stories sell. We want ours to be read. So does everyone else.
