{"id":5579,"date":"2025-12-21T01:01:27","date_gmt":"2025-12-21T01:01:27","guid":{"rendered":"https:\/\/imaworldwide.com\/?p=5579"},"modified":"2026-02-08T18:40:02","modified_gmt":"2026-02-08T18:40:02","slug":"beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/imaworldwide.com\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\/","title":{"rendered":"Beyond Drug Discovery: Why Internal Change in Pharma Fails &#8211; and How to Fix It"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5579\" class=\"elementor elementor-5579\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f4d08ca e-flex e-con-boxed e-con e-parent\" data-id=\"f4d08ca\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3b38ee0 elementor-widget elementor-widget-html\" data-id=\"3b38ee0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\r\n\/* Scoped styling for this blog post only (NO font overrides) *\/\r\n.ph-blog {\r\n  max-width: 920px;\r\n  margin: 0 auto;\r\n  font-family: inherit;\r\n  line-height: 1.7;\r\n  color: #101211; \/* Obsidian Veil *\/\r\n}\r\n\r\n\/* Headings: inherit global font + global sizes (NO font-size here) *\/\r\n.ph-blog h1, .ph-blog h2, .ph-blog h3, .ph-blog h4 {\r\n  font-family: inherit;\r\n  line-height: 1.25;\r\n  margin: 1.35rem 0 0.75rem;\r\n}\r\n\r\n\/* Color-only + simple underline style (NO left border \/ sidebar) *\/\r\n.ph-blog h1 {\r\n  color: #2f4580; \/* Midnight Cascade *\/\r\n  margin-top: 0;\r\n}\r\n\r\n.ph-blog h2 {\r\n  color: #2f4580; \/* Midnight Cascade *\/\r\n  padding-bottom: 0.35rem;\r\n  border-bottom: 1px solid rgba(16,18,17,0.12);\r\n}\r\n\r\n.ph-blog h3 { color: #05554a; \/* Evergreen Horizon *\/ }\r\n.ph-blog h4 { color: #101211; }\r\n\r\n.ph-blog p { margin: 0.75rem 0; }\r\n\r\n.ph-blog a {\r\n  color: #05554a;\r\n  text-decoration: underline;\r\n  font-weight: 600;\r\n}\r\n\r\n.ph-blog .small {\r\n  font-size: 0.95rem;\r\n  color: rgba(16,18,17,0.78);\r\n}\r\n\r\n\/* Top blocks: \"colors behind\" look *\/\r\n.ph-blog .tldr {\r\n  margin: 1rem 0 1.25rem;\r\n  padding: 1.05rem 1.15rem;\r\n  border-radius: 12px;\r\n  border: 1px solid rgba(16,18,17,0.10);\r\n  background: rgba(205,198,198,0.28); \/* Desert Dusk tint *\/\r\n}\r\n\r\n.ph-blog .tldr strong { color: #2f4580; }\r\n\r\n.ph-blog .lede {\r\n  margin: 1rem 0 1.25rem;\r\n  padding: 1.05rem 1.15rem;\r\n  border-radius: 12px;\r\n  border: 1px solid rgba(16,18,17,0.10);\r\n  background: rgba(47,69,128,0.06); \/* Midnight tint *\/\r\n}\r\n\r\n.ph-blog .callout {\r\n  margin: 1.25rem 0;\r\n  padding: 1.05rem 1.15rem;\r\n  border-radius: 12px;\r\n  border: 1px solid rgba(16,18,17,0.10);\r\n  background: rgba(5,85,74,0.06); \/* Evergreen tint *\/\r\n}\r\n\r\n.ph-blog .callout strong { color: #05554a; }\r\n\r\n.ph-blog .quote {\r\n  margin: 1.25rem 0;\r\n  padding: 1.05rem 1.15rem;\r\n  border-radius: 12px;\r\n  background: rgba(205,198,198,0.35); \/* Desert Dusk tint *\/\r\n  border: 1px solid rgba(16,18,17,0.10);\r\n}\r\n\r\n.ph-blog .quote p { margin: 0; font-style: italic; }\r\n\r\n.ph-blog ul, .ph-blog ol { margin: 0.6rem 0 1rem 1.2rem; }\r\n.ph-blog li { margin: 0.35rem 0; }\r\n\r\n.ph-blog .divider {\r\n  margin: 2rem 0 1.25rem;\r\n  border: 0;\r\n  height: 1px;\r\n  background: rgba(16,18,17,0.12);\r\n}\r\n\r\n.ph-blog .image-note {\r\n  margin: 0.75rem 0 1.25rem;\r\n  padding: 0.9rem 1rem;\r\n  background: #f7f7f7;\r\n  border: 1px dashed rgba(16,18,17,0.18);\r\n  border-radius: 10px;\r\n  font-size: 0.95rem;\r\n  color: rgba(16,18,17,0.85);\r\n}\r\n\r\n\/* Button *\/\r\n.ph-blog .btn-wrap { text-align: center; margin: 0.75rem 0 0; }\r\n\r\n.ph-blog .btn {\r\n  display: inline-block;\r\n  padding: 12px 18px;\r\n  background: #2f4580;\r\n  color: #ffffff !important;\r\n  border-radius: 10px;\r\n  text-decoration: none !important;\r\n  font-weight: 700;\r\n}\r\n\r\n.ph-blog .btn:hover { opacity: 0.92; }\r\n\r\n\/* CTA block *\/\r\n.ph-blog .cta {\r\n  margin: 2rem 0 0;\r\n  padding: 1.15rem 1.15rem;\r\n  border-radius: 14px;\r\n  background: #2f4580;\r\n  color: #ffffff;\r\n}\r\n\r\n.ph-blog .cta h3 { margin: 0 0 0.5rem; color: #ffffff; }\r\n.ph-blog .cta p { margin: 0.5rem 0; }\r\n\r\n.ph-blog .cta a {\r\n  color: #ffffff !important;\r\n  text-decoration: underline;\r\n  font-weight: 700;\r\n}\r\n<\/style>\r\n\r\n<section class=\"ph-blog\">\r\n\r\n  <div class=\"tldr\">\r\n    <p><strong>TL;DR<\/strong><\/p>\r\n    <p>Pharma organizations are excellent at disciplined execution in drug discovery. But internal initiatives on the business and clinical sides often struggle \u2014 not because the strategy is wrong, but because the \"human side\" of implementation is treated like an afterthought. The Accelerating Implementation Methodology (AIM), applied by Peacock Hill Consulting and created by Don Harrison, provides a repeatable framework to move beyond Go Live to real adoption and optimization.<\/p>\r\n  <\/div>\r\n\r\n  <div class=\"lede\">\r\n    <p>As the competitive landscape evolves, pharma organizations face rapid change driven by globalization, high R&D costs, regulatory requirements, and faster cycle times. These shifts impact far more than discovery and clinical trials \u2014 they also affect business development, clinical development, and operational management processes.<\/p>\r\n  <\/div>\r\n\r\n  <h2>The core problem: internal change is managed without a repeatable process<\/h2>\r\n\r\n  <p>Even with tight management on the drug discovery side, many internal initiatives are launched without a consistent approach to the cultural and human barriers that predict adoption.<\/p>\r\n\r\n  <h3>Common barriers in pharma<\/h3>\r\n\r\n  <ul>\r\n    <li><strong>Scientist leaders as sponsors without people leadership skills<\/strong> \u2014 technical expertise is not the same as effective sponsorship and reinforcement<\/li>\r\n    <li><strong>Risk-averse culture<\/strong> \u2014 necessary for compliance and safety, but it can conflict with the need to innovate<\/li>\r\n    <li><strong>Matrix complexity<\/strong> \u2014 when \"everyone\" is accountable, no one is accountable<\/li>\r\n    <li><strong>Not enough implementation capacity<\/strong> \u2014 managers lead initiatives focused on technical milestones, budget, and timelines, while the human elements are under-managed<\/li>\r\n  <\/ul>\r\n\r\n  <hr class=\"divider\" \/>\r\n\r\n  <h2>The pattern: installation gets mistaken for implementation<\/h2>\r\n\r\n  <p>Across the pharma industry, a common failure pattern shows up in technology, process, Lean, restructuring, and business or clinical changes.<\/p>\r\n\r\n  <p>Most lifecycles stop at:<\/p>\r\n\r\n  <p><strong>Plan \u2192 Build \u2192 Test \u2192 Deploy \u2192 Go Live<\/strong><\/p>\r\n\r\n  <p>And then the team disbands as if the initiative is \"done.\" But that definition of success is limited to installation.<\/p>\r\n\r\n  <div class=\"callout\">\r\n    <p><strong>Real value only shows up when the cycle continues through:<\/strong><\/p>\r\n    <p>Uptake \u2192 Utilization \u2192 Adoption \u2192 Optimization<\/p>\r\n  <\/div>\r\n\r\n  <div class=\"quote\">\r\n    <p>Simply put: Go Live does not mean the initiative is done. Without optimization, the change will not deliver intended value.<\/p>\r\n  <\/div>\r\n\r\n  <hr class=\"divider\" \/>\r\n\r\n  <h2>Why Go Live is a missed opportunity<\/h2>\r\n\r\n  <p>Two issues commonly derail implementation:<\/p>\r\n\r\n  <ul>\r\n    <li><strong>No blended plan<\/strong> \u2014 plans often lack integrated technical milestones and human-side milestones. Readiness is not built early, which increases resistance later.<\/li>\r\n    <li><strong>Premature completion<\/strong> \u2014 after Go Live, teams disperse and resistance is managed without expert guidance, often left to leaders who are under-equipped for behavior change work.<\/li>\r\n  <\/ul>\r\n\r\n  <h3>The shift required: different resources at different stages<\/h3>\r\n\r\n  <p>Implementation requires a resource shift over time:<\/p>\r\n\r\n  <ul>\r\n    <li><strong>Pre Go Live:<\/strong> heavy reliance on technical Subject Matter Experts<\/li>\r\n    <li><strong>Post Go Live:<\/strong> localized Change Agents with trust and credibility, plus Change Agents with implementation expertise<\/li>\r\n  <\/ul>\r\n\r\n  <p>It also requires a broader definition of leadership involvement \u2014 not just senior leaders, but anyone with direct or indirect reports impacted by the change.<\/p>\r\n\r\n  <hr class=\"divider\" \/>\r\n\r\n  <h2>What is needed: rigor and discipline on the human side<\/h2>\r\n\r\n  <p>A great solution that is poorly implemented will not produce optimization or benefit realization. Each time a new technology, process, or structure is introduced, human and cultural barriers must be identified and addressed.<\/p>\r\n\r\n  <h3>Key questions to answer early<\/h3>\r\n\r\n  <ul>\r\n    <li>Whose way of working will be disrupted \u2014 and to what degree?<\/li>\r\n    <li>How will we get leaders to fully commit by what they say, do, and reinforce?<\/li>\r\n    <li>Which supporting functions (HR, IT, etc.) must commit resources?<\/li>\r\n    <li>How will we motivate and prepare affected individuals for the change?<\/li>\r\n    <li>Who will have implementation responsibility across impacted functions?<\/li>\r\n    <li>How will we manage inevitable resistance \u2014 including political and power agendas?<\/li>\r\n  <\/ul>\r\n\r\n  <div class=\"callout\">\r\n    <p><strong>One blunt truth:<\/strong> Communication plans alone are not sufficient to achieve business and clinical outcomes.<\/p>\r\n  <\/div>\r\n\r\n  <hr class=\"divider\" \/>\r\n\r\n  <h2>AIM: a repeatable framework for implementation<\/h2>\r\n\r\n  <p>Nothing has really changed unless behavior changes. AIM (Accelerating Implementation Methodology) provides a replicable process designed to help change initiatives meet five measures of implementation success:<\/p>\r\n\r\n  <ol>\r\n    <li>On time<\/li>\r\n    <li>On budget<\/li>\r\n    <li>Technical objectives met<\/li>\r\n    <li>Business objectives met<\/li>\r\n    <li>Human objectives met (the new behaviors required in the future state)<\/li>\r\n  <\/ol>\r\n\r\n  <h3>What AIM focuses on<\/h3>\r\n\r\n  <p>AIM is designed to fit scientific and analytical cultures \u2014 and it provides a roadmap of practical actions that drive return on investment:<\/p>\r\n\r\n  <ul>\r\n    <li><strong>Define the Change<\/strong> \u2014 identify disruption and the desired behaviors for each audience<\/li>\r\n    <li><strong>Assess the Climate<\/strong> \u2014 account for implementation history and trust levels<\/li>\r\n    <li><strong>Generate Sponsorship<\/strong> \u2014 active, visible leadership in the right places (Express, Model, Reinforce)<\/li>\r\n    <li><strong>Develop Target Readiness<\/strong> \u2014 invest early or pay later through resistance<\/li>\r\n    <li><strong>Build the Communication Plan<\/strong> \u2014 targeted messages, timed correctly, with feedback loops<\/li>\r\n    <li><strong>Build a Reinforcement Strategy<\/strong> \u2014 motivation to change must outweigh motivation to maintain the status quo<\/li>\r\n    <li><strong>Create Cultural Fit<\/strong> \u2014 reinforcement shifts are what overcome the pull of current culture<\/li>\r\n  <\/ul>\r\n\r\n  <hr class=\"divider\" \/>\r\n\r\n  <h2>Build internal capability (and reduce dependence on external consultants)<\/h2>\r\n\r\n  <p>With training and coaching, teams and leaders can adopt AIM and apply it independently over time. A smart approach is to build capability one initiative at a time rather than trying to \"train everyone\" at once.<\/p>\r\n\r\n  <h3>Initiatives where AIM is commonly applied<\/h3>\r\n\r\n  <ul>\r\n    <li>Clinical process improvement<\/li>\r\n    <li>R&D process changes<\/li>\r\n    <li>Restructuring<\/li>\r\n    <li>Lean\/Six Sigma<\/li>\r\n    <li>ERP and other technology deployments<\/li>\r\n    <li>Integration of acquisitions<\/li>\r\n  <\/ul>\r\n\r\n  <h3>Training options (example progression)<\/h3>\r\n\r\n  <ul>\r\n    <li><strong>Executive Briefing<\/strong> \u2014 equips leaders to sponsor change using AIM diagnostics to identify leverage points<\/li>\r\n    <li><strong>Introduction to AIM<\/strong> \u2014 awareness program for Change Agents and leaders<\/li>\r\n    <li><strong>Planning Workshop<\/strong> \u2014 working session to build core deliverables for a real initiative<\/li>\r\n    <li><strong>Accreditation<\/strong> \u2014 prepares a core group to become internal AIM practitioners<\/li>\r\n  <\/ul>\r\n\r\n  <p class=\"small\">\r\n    Reference:\r\n    <a href=\"https:\/\/imaworldwide.com\/aim-toolkit-and-assessments\/\" target=\"_blank\" rel=\"noopener noreferrer\">AIM Toolkit and Assessments<\/a>\r\n  <\/p>\r\n\r\n  <div class=\"cta\">\r\n    <h3>Ready to move from installation to implementation?<\/h3>\r\n    <p>If your internal initiatives are stalling after Go Live \u2014 or adoption never reaches optimization \u2014 we can help you build active sponsorship, readiness, reinforcement, and a repeatable implementation approach.<\/p>\r\n    <p style=\"margin-top: 0.75rem;\">Not sure where to start? Reach out and ask about diagnostics to identify the highest-risk barriers to adoption before they slow you down.<\/p>\r\n    <p style=\"text-align:center; margin:14px 0 26px;\">\r\n      <a href=\"https:\/\/imaworldwide.com\/contact-us\/\"\r\n         style=\"display:inline-block; padding:12px 18px; background:#05554a; color:#ffffff; border-radius:10px; text-decoration:none; font-weight:700;\">\r\n        Contact Us\r\n      <\/a>\r\n    <\/p>\r\n  <\/div>\r\n\r\n  <h2 id=\"download\">Download<\/h2>\r\n  <div class=\"callout\">\r\n    <p>Prefer to read the full resource offline (or share it internally)? Download the PDF here.<\/p>\r\n    <p style=\"text-align:center; margin:0;\">\r\n      <!-- Replace with your direct-download link -->\r\n      <a class=\"btn secondary\"\r\n         href=\"https:\/\/drive.google.com\/uc?export=download&id=1uqHqFCqQvQ6mSWmTv-X53fpfgQzQGuYd\"\r\n         target=\"_blank\"\r\n         rel=\"noopener noreferrer\">Download the PDF<\/a>\r\n    <\/p>\r\n  <\/div>\r\n\r\n<\/section>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>TL;DR Pharma organizations are excellent at disciplined execution in drug discovery. But internal initiatives on the business and clinical sides often struggle \u2014 not because the strategy is wrong, but because the &#8220;human side&#8221; of implementation is treated like an afterthought. The Accelerating Implementation Methodology (AIM), applied by Peacock Hill Consulting and created by Don [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_title":"Pharma Change: Why Internal Changes Fail & How to Fix It | Peacock Hill","_yoast_wpseo_metadesc":"Explore the need for internal change in Pharma. Understand how addressing human factors can enhance project adoption and success.","_metasync_otto_title":"Pharma Change: Why Internal Changes Fail &amp; How to Fix It | IMA Worldwide","_metasync_otto_description":"Facing pharma change challenges? Learn how to boost project adoption and success by addressing internal human factors. Find out why.","_metasync_otto_keywords":"pharmaceutical industry, change management, project adoption, drug discovery, human factors, internal change challenges, implementation strategies, organizational change","_metasync_otto_og_title":"Fixing Pharma's Internal Failures - IMA Worldwide","_metasync_otto_og_description":"Overcome pharma transformation challenges with proven strategies, enabling effective implementation and project success with IMA Worldwide.","_metasync_otto_twitter_title":"Pharma's Internal Change Challenge: Why It Fails #Pharma","_metasync_otto_twitter_description":"Boost pharma project success with human-centered change management insights #Pharma #ChangeManagement","rank_math_title":"","rank_math_description":"","_aioseo_title":"","_aioseo_description":"","_metasync_seo_title":"","_metasync_seo_desc":"","_metasync_breadcrumb_title":"","_metasync_primary_category":0,"_metasync_primary_product_cat":0,"_metasync_otto_disabled":"","_metasync_hreflang":"","footnotes":""},"categories":[1],"tags":[],"content_type":[68,73,70],"insight_topic":[77],"insight_industry":[88],"class_list":["post-5579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-change-management-insights","content_type-article","content_type-research","content_type-resource","insight_topic-why-change-fails","insight_industry-healthcare"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pharma Change: Why Internal Changes Fail &amp; How to Fix It | Peacock Hill<\/title>\n<meta name=\"description\" content=\"Explore the need for internal change in Pharma. Understand how addressing human factors can enhance project adoption and success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/imaworldwide.com\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Internal Change in Pharma: Overcoming Barriers\" \/>\n<meta property=\"og:description\" content=\"Explore the importance of addressing the human side in internal change in pharma for successful drug discovery initiatives.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/imaworldwide.com\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\/\" \/>\n<meta property=\"og:site_name\" content=\"IMA Worldwide\" \/>\n<meta property=\"og:image\" content=\"https:\/\/imaworldwide.com\/wp-content\/uploads\/2025\/12\/bio-tech.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ann Marvin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Beyond Drug Discovery: Why Internal Change in Pharma Fails - and How to Fix It\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ann Marvin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/\"},\"author\":{\"name\":\"Ann Marvin\",\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/#\\\/schema\\\/person\\\/19a1cc5f0fcc793b970a374741d6cc05\"},\"headline\":\"Beyond Drug Discovery: Why Internal Change in Pharma Fails &#8211; and How to Fix It\",\"datePublished\":\"2025-12-21T01:01:27+00:00\",\"dateModified\":\"2026-02-08T18:40:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/\"},\"wordCount\":944,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/imaworldwide.com\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/bio-tech.png\",\"articleSection\":[\"Change Management Insights\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/\",\"url\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/\",\"name\":\"Pharma Change: Why Internal Changes Fail & How to Fix It | Peacock Hill\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/imaworldwide.com\\\/beyond-drug-discovery-why-internal-change-in-pharma-fails-and-how-to-fix-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/imaworldwide.com\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/bio-tech.png\",\"datePublished\":\"2025-12-21T01:01:27+00:00\",\"dateModified\":\"2026-02-08T18:40:02+00:00\",\"description\":\"Explore the need for internal change in Pharma. 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