Rethinking the Real Points of Power Today, pharmaceutical and biotech companies relying on a conventional communication strategy aimed squarely and exclusively at physicians find themselves at a distinct disadvantage. Those physicians, after all, now represent just one key stakeholder group in an increasingly complex decision-making model that has distributed influence — and power — farther and wider than ever before. And no two stages in a product’s lifecycle share the same communication dynamics; the conversations across the continuum are different, as are the audiences engaged each step of the way.