Transforming Customer Engagement

While life sciences companies are experimenting with point solutions such as downsizing the salesforce, implementing field market access teams, piloting disease management programs to adapt their go-to-market model, they are not going far and fast enough to address the ongoing profound shifts in the health care landscape. In most companies, 70% of resources are still allocated to the salesforce even if the traditional detailing has admittedly decreased in productivity.

To ensure sustainable success, companies need to dynamically redesign their approaches to stakeholders, and channels to effectively deliver an extended value proposition in line with evolving key stakeholders’ expectations, roles and interplay in the decision process. Rather than simply broadcasting messages, companies should consider promoting conversations around health outcomes and developing co-creative partnerships with key stakeholders. Establishing the right relationship model begins with redefining the audience. To meet changing demands, companies must develop their strategic listening capability to understand the nature of collaboration which is required and remain agile and responsive to reflect insights gained from stakeholder interactions. As there is no “one size fits all” model, companies have to be enabled to operate multiple models that are aligned to the offering in distinct therapies and simultaneously adjusted to the position in the product’s life cycle and the geographical variances in the system of care.

Successfully implementing these models requires improving collaboration across silos and developing new accountabilities, capabilities, incentive schemes metrics and mindsets.