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Client Projects

Customer Engagement Model

Project Cases

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Building commercial capabilities

BUILDING COMMERCIAL CAPABILITIES

Case description

ico_client_project_2

Background & Objectives

  • Pharmaceutical company preparing to launch a potential blockbuster in one of the top 5 European markets.
  • Design and implement a commercial model that reflects the buying process

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Solution

  • Worked side-by-side with the cross-functional brand team to develop a comprehensive, cohesive commercial model
  • Identified high priority targets based on potential and influence in the buying process
  • Built the organizational capabilities and allocated the resources required to accelerate the product uptake:
    • Defined options to deploy key account management (KAM) teams
    • Developed training material and coordinated training of field forces
    • Coached teams in developing structured action plans for key accounts
    • Articulated advocacy programs with field activity
  • Implemented a process to monitor leading indicators and derive corrective action plan
 case_11

ico_client_project_1

Key Results

  • Accelerated product listing on formularies in high-potential hospitals and buying groups
  • Launch considered by corporate management as the most successful in Europe

Realigning medical affairs Europe mission and priorities

REALIGNING MEDICAL AFFAIRS EUROPE MISSION AND PRIORITIES

Case description

ico_client_project_2

Background & Objectives

  • Top 15 fast-growing pharmaceutical company needed to optimize mission and priorities of their European Medical Affairs group, to better support affiliate medical strategies and best practice implementation

ico_client_project_3

Solution

  • Analyzed medical strategies and activities of Medical Affairs Europe
  • Worked with heads of Medical Affairs and business partners to identify gaps and opportunities to add value
  • Defined and validated objectives and priorities for Medical Affairs Europe with senior management
  • Defined a project portfolio to bridge gaps
  • Determined the optimum way forward and reallocated effort on high value activities (road map)
 case_12

ico_client_project_1

Key Results

  • A redefined mission statement that clarifies value proposition to business partners
  • A project portfolio for Medical Affairs Europe that fully supports the required transformation to address the changing needs of business partners
  • A practical road map

Enabling superior medical affairs planning at affiliate level

ENABLING SUPERIOR MEDICAL AFFAIRS PLANNING AT AFFILIATE LEVEL

Case description

ico_client_project_2

Background & Objectives

  • Top 20 pharma with rising portfolio complexity. Sporadic, disorganized Medical Affairs planning at affiliate level is perceived as a major barrier to maximizing the impact of medical activities. Key objectives:
    • Align affiliate medical activities to Global Medical Strategy, and to affiliate-specific opportunities
    • Make informed decisions and optimize resource allocation

ico_client_project_3

Solution

  • Project team included delegates from Global and Affiliate Medical Affairs (MA)
  • Clarified expectations for medical affairs planning
  • Assessed current situation and major procedural gaps across top 10 affiliates
  • Established process, roles and detailed guidelines for affiliate MA strategy and planning:
    • Continuous feedback of insights
    • Situational and SWOT analysis
    • Strategic imperatives and priority setting
    • Medical tactics, KPIs and targets
    • Resource allocation
    • Performance management
  • Created materials for a 2-day workshop and conducted a “Train-the-Trainers” session

ico_client_project_1

Key Results

  • Standardized a framework for creating MA strategic plans at the affiliate-level
  • Assured alignment across global and affiliate MA planning process
  • Secured ownership for new MA planning process across key stakeholders
  • Optimized MA plan execution via closed-loop performance management

Delivering effective and consistent stakeholder engagement across geographies

DELIVERING EFFECTIVE AND CONSISTENT STAKEHOLDER ENGAGEMENT ACROSS GEOGRAPHIES

Case description

ico_client_project_2

Background & Objectives

  • Global pharmaceutical company needed to design and implement novel, innovative stakeholder engagement programs that extend beyond the traditional parameters of “KOL influence”
  • Assist a multidisciplinary team from Global Headquarters and key Affiliates in the design and implementation of deliberate, pro-active stakeholder engagement programs

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Solution

  • Established definition of concepts and principles underlying stakeholder engagement and collaborative initiatives
  • Identified new opportunities to engage with stakeholders and generate value
  • Aligned teams on engagement rules in compliance with the most stringent regulatory constraints
  • Conducted workshops to define common criteria for identification and segmentation of stakeholders
  • Supported selection of software to enable efficient stakeholder management
  • Facilitated definition of scientific, non-branded messages
  • Guided selected pilot countries and brands in translating concepts into actionable tactical plans
 case_13

ico_client_project_1

Key Results

  • Stakeholder engagement tactical plans in line with strategy
  • Proactive cultivation of relationships through collaborative initiatives that bring mutual value
  • Tracked stakeholder-related activities and expenditures
  • Increased stakeholders’ endorsement of medical statements underlying core brands

Develop a stakeholder engagement plan

DEVELOP A STAKEHOLDER ENGAGEMENT PLAN

Case description

ico_client_project_2

Background & Objectives

  • Leading pharmaceutical company in the diabetes market preparing to launch a new product
  • To get KOL endorsement to secure market access and early product adoption
  • To ensure the national strategies are effectively cascaded and executed at field level

ico_client_project_3

Solution

  • Set up a cross-functional project team (Marketing, Medical, Market Access, Sales and Business Intelligence)
  • Profiled and segmented clinical/non-clinical stakeholders according to multiple criteria
  • Defined a portfolio of national and local activities and events (Congress, CME, publication, speaker program, national /regional advisory board, meeting, clinical research…) to support the product strategy
  • Provided the cross-functional stakeholder management teams with engagement guidance and a framework to tailor local engagement plans
  • Built tools to control the distribution and balance of activities across the pool of stakeholders
 case_14

ico_client_project_1

Key Results

  • Stakeholder engagement tactical plans aligned with product strategy
  • Progress measurement

Informing a stakeholder engagement strategy to secure access to markets

INFORMING A STAKEHOLDER ENGAGEMENT STRATEGY TO SECURE ACCESS TO MARKETS

Case description

ico_client_project_2

Background & Objectives

  • Global pharmaceutical company planning launch of a promising oncology treatment in major European markets
  • To understand the strategic positioning of the product among the market access stakeholders to secure pricing and reimbursement.
  • To inform the definition of an engagement strategy across several types of market access stakeholders)

ico_client_project_3

Solution

  • Collected and structured publicly available and compliant data on individuals and organizations with influence on market access decisions
  • Mapped influence network based on an analysis of co-activities
  • Profiled stakeholders according interests, attitudes, perception of value, opinion about treatments and personnel influence levels
  • Discussed influence dynamics with the cross-functional brand teams
  • Workshopped network engagement strategies with the cross-functional brand teams through workshops
case_15

ico_client_project_1

Key Results

  • Identification and profiles of key decision makers and influencers
  • Visualization for network maps
  • Recommendation for engagement strategy

Leveraging competitive simulation (war gaming) to create powerful strategy

LEVERAGING COMPETITIVE SIMULATION (WAR GAMING) TO CREATE POWERFUL STRATEGY

Case description

ico_client_project_2

Background & Objectives

  • Preparing to launch an innovative cardiology product. Stakes were high given expected revenues
  • Identify early signs of risks, test and validate the assumptions behind brand strategy, including implicit deep-rooted beliefs and enhance impact of operational plan

ico_client_project_3

Solution

  • Organized and facilitated a customized human-based, intelligence-driven, role-playing war game
  • Guided collation of competitive intelligence
  • Briefed the multidisciplinary teams role-playing the different stakeholders
  • Supported the competitive teams in formulating their moves
  • Evaluated impact of each strategy
  • Led plenary group debriefing on impact of actions
  • Consolidated and presented an After Act Report

ico_client_project_1

Key Results

  • Created deeper understanding of competitors’ perspective and likely actions
  • Highlighted need to optimize strategy and tactical plan, generating practical ideas
  • Enabled the affiliate to outperform counterparts in product uptake
  • Contributed to improved cross-functional teamwork

Provider engagement planning to drive product trial and adoption

PROVIDER ENGAGEMENT PLANNING TO DRIVE PRODUCT TRIAL AND ADOPTION

Case description

ico_client_project_2

Background & Objectives

  • A medical diagnostics client desired to enter the North American market with their flagship companion diagnostic Test. Client had no existing relationships with North American clinical thought leaders
  • Client needed to quickly develop professional relationships with the top national KOLs to understand provider challenges and opportunities within the desired therapeutic area.

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Solution

  • Via primary and secondary research methods, identify and recruit top KOLs for participation in a Clinical Advisory Board
  • Develop key scientific questions for Advisor discussions
  • Prepare and deploy telephone survey to obtain practice demographics and patient management approaches from the Advisors. Assemble the findings into discussion materials for the live Advisory Board meeting
  • Facilitate a ½ day Advisory Board. Collect, analyze, and integrate Advisor observations and insights. Generate a final report containing recommendations for discreet solutions that address client business objectives utilizing tactics aligned with Advisor insights

ico_client_project_1

Key Results

  • Developed a national KOL engagement plan:
    • Build awareness of the utility of the companion diagnostic in the clinical decision process
    • Generate data to demonstrate value for payers
    • Incorporate test in guidelines and algorithms
    • Disseminate scientific understanding through targeted through peer-to-peer education
    • Conduct scientific exchange with key influencers via small field medical team

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