Your Challenges
Frontline
Frontline teams (Market Access, Sales, Medical) can become a key differentiator in the selection of your company’s technologies and solutions from all other alternatives in the marketplace. Superior execution of customer engagement strategies can be achieved through the activation of different levers:
- Understand the critical dynamics within the local system of care
- Translate strategy into actionable plan and control execution
- Build situational intelligence
- Gain access to people with power
- Build integrated relationships across channels
- Demonstrate superior value and create trust
- Dynamically optimize resource allocation
UNDERSTAND THE CRITICAL DYNAMICS WITHIN THE LOCAL SYSTEM OF CARE
Why is action needed?
- Healthcare purchase decision-making transformation is accelerating with the:
- growing imperative for health care providers to deliver value beyond volume (P4P)
- development of integrated delivery models with variation in size and governance
- expansion of local care protocols and formularies which increasingly govern treatment decisions
Can you better uncover local insights to inform local strategy and tactical decisions?
How we can help
- Facilitate teams’ understanding of the implications of health reforms, the implementation of patient-centric integrated care organizations, and development of performance-based reimbursement
- Support local cross-functional teams in collating and synthesizing relevant insights
- Assist teams in the identification of local drivers and inhibitors of growth opportunities
- Provide field forces with guidance to create a comprehensive map and profile of key local/regional stakeholders
- Support cross-functional teams in defining areas of mutual value with key stakeholders
TRANSLATE STRATEGY INTO ACTIONABLE PLAN AND CONTROL EXECUTION
Why is action needed?
- Effective strategy execution calls for mechanisms to translate strategy into action while taking into account specific healthcare realities at a local level
- Ensuring alignment and coordination between field medical affairs, sales and market access functions and multichannel integration is crucial to efficiently meet customer needs and drive company’s solutions acceptance and adoption
Can you improve the alignment of local customer engagement activities with the buying and adoption process?
How we can help
- Provide practical guidance to translate the national strategy into local business and tactical plans tailored to the local situation
- Organize a systematic early detection of formulary opportunities and related action plan
- Design and conduct experiential training program to grow individuals abilities in territory and account planning
- Share proven innovative tactics to engage key players in the buying/adoption decision dynamics
- Organize an ongoing dialogue on performance and plan update
BUILD SITUATIONAL INTELLIGENCE
Why is action needed?
- Customers growing expectation is for advisors who understand not only their products, the disease and the language of evidence-based medicine , but also the value drivers of their business/medical practice
- Being prepared to truly speak the language of different decision-makers is crucial for impacting conversations
Can your frontline team better prepare their interactions with customers?
How we can help
- Clarify profiling information for key customers to effectively diagnose critical issues and challenges and prepare impactful conversations
- Develop framework to map key stakeholders and their role in the buying/adoption decision-making process
- Identify untapped opportunities to provide patients with an optimal access to standard of care and company health solutions
- Build aids to extrapolate from past experience with other customers a preliminary quantification of results relating to the implementation of solutions
GAIN ACCESS TO PEOPLE WITH POWER
Why is action needed?
- Relationship management with institutional decision making groups is increasingly critical because a series of factors: consolidation across the hospital sector, expansion of physicians affiliation to institutions, formularies, “care by protocol”, centralized purchasing…
- Customers can readily use digital capabilities to access to health information and interact with their peers from their offices at the time they need it. As a result, customers do not need to interact with field forces the way they used to. Access to health care providers will get even tougher unless customers perceive in-person communication adds value to their practice
How do you resolve access issues for hard-to-see / no-see key customers?
How we can help
- Clarify factors that drive customers to question the value your field force provides to their business/medical practice
- Work side-by side with field teams to establish local plans for hard to see/ no see key customers
- Support field teams in engaging change agents in attractive activities that mobilize their social network and generate access
BUILD INTEGRATED RELATIONSHIPS ACROSS CHANNELS
Why is action needed?
- Shifting from “engaging individuals” to “engaging a network” requires teams of field professionals developing integrated relationships with multiple interconnected customers
- While in-person visits remain a very effective method to engage customers, it is critical that field forces fully leverage the mix of resources that generates optimal response and orchestrate a holistic and coordinated customer experience based on customer’s value, access restrictions and channel preference
Can you deliver a truly consistent customer experience within and across channels?
How we can help
- Evaluate digital channel usage and integration of customer interactions
- Coach teams to uncover more-effective ways to collaborate across functions and channels and ultimately efficiently serve customers
- Develop mechanism to interpret customer feed-back and propose next stage interaction
- Provide guidelines to enable frontline to orchestrate digital interactions to supplement their field activities
- Enable field force triggered-emailing by providing easy-to-use customizable pre-approved templates
DEMONSTRATE SUPERIOR VALUE AND CREATE TRUST
Why is action needed?
- It is no longer good enough to communicate the features and benefits of your product and have the highest share of voice on the market
- Conventional detailing and scientific exchanges no longer achieve the desired results. Today’s environment and particularly, the shift in health care provider focus from volume to value and outcomes, requires more buyer-centric focus
How can you improve frontline people focus on the value for customers?
How we can help
- Train & coach field force to share with stakeholders unique perspectives on their practices to draw them into a conversation about solutions
- Equip field teams with a menu of:
- disruptive insights
- pre-tailored value propositions that are directly relevant and meaningful to different types of stakeholders
- tools to evaluate the related health and economic value in the customer’s context
- Develop the ability of frontline to drive the adoption of services “beyond the pill” (patient identification, diagnosis and protocol selection, RWD generation, integrated monitoring of outcomes, mitigating therapy side effects, patient-support programs, assistance to clinical trial and early access program enrollment …)
- Provide dialogue prompters to establish rapport, state the meeting objective, build credibility and share a relevant reference case
DYNAMICALLY OPTIMIZE RESOURCE ALLOCATION
Why is action needed?
- Customers do not consistently respond as expected to educational or promotional activities determined in much too static local action plans
- Allocation of resources, in most cases, is not adjusted consequently and significant effort is wasted on customers who are not moving up the adoption ladder
- Ensuring the right resources are mobilized on the right targets means frontline is empowered to make resource allocation decisions based on an ongoing analysis of customer response
Can frontline dynamically interpret customer response and refocus effort on high-yielding activities?
How we can help
- Enable the capture of signals from customers to track their progress in the adoption/advocacy solution journey
- Provide guidelines to ensure a dynamic optimization of resource allocation based on upside potential and probability to achieve behavioral objectives
- Coach field forces to acquire the relevant and effective techniques to incrementally build commitment throughout their interactions, using exercises based on real customer cases
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Felipe CHILITO