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The pandemic grounded tens of thousands of pharmaceutical reps who usually roam the country urging doctors to prescribe certain drugs — a shift that has opened the door for tech companies, who are pitching digital platforms on the promise that oceans of data can make pharma marketing better.

After in-person sales activity plummeted last March, numbers from consulting firm ZS Associates show that it’s bounced back somewhat in digital form. Today, activity sits at about 35% of pre-Covid levels. Of this activity, 60% is happening virtually — compared to less than 2% of activity before the pandemic.

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