The times certainly are changing —perhaps nowhere more evident than in the U.S. healthcare delivery system. The traditional share-of-voice model employed by the life sciences industry to commercialize its products no longer suffices. Instead, the industry must meet the demands of a complex, diverse audience while reducing costs and improving patient outcomes. Selling in this environment is complicated, but not impossible. By re-examining its go-to-market strategies on three levels—customer, channel and content—the industry can effectively adapt to this highly complex, heterogeneous landscape.