(Booz & Co.: New York) -- Confirming pessimism about the state of the pharmaceutical industry, a recent survey of U.S.- and European Union-based pharmaceutical sales and marketing executives reveals that 68 percent believe “the current business model is broken.” The survey, conducted jointly by Booz & Co. and National Analysts Worldwide, was designed to take the temperature of the industry on current challenges and help analysts understand how industry leaders plan to overcome those challenges in the next several years. It builds on surveys Booz & Co. has conducted of EU pharma executives during the past several years.

“Those of us who work with pharma companies to develop and implement commercialization strategies know very well the challenges of maximizing asset value in this new environment, where both key customers and customer expectations are being redefined,” observes Susan McDonald, CEO of National Analysts Worldwide and leader of the firm’s health care practice. “We’re not surprised to hear people acknowledge that they can’t count on doing ‘business as usual,’ and that they’re looking for new ways to gain traction.”

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