Our client, a large global pharmaceutical organisation, embarked on a series of priority strategic initiatives targeted at evolving their current operating model. These initiatives aimed to meet the changing demands of the US healthcare market while delivering revenue growth and operational efficiencies within the existing product portfolio. The US healthcare market was in the midst of a fundamental shift away from solo practitioners towards organised customers, and pharmaceutical companies were looking at how best to address this change. The client formed an internal task force around this to address how their business goes to market and explore potential changes to the selling model and supporting infrastructure.
The remit of the client task force included developing – for the first time for the client – mutual value propositions for customers (medical groups and integrated delivery networks) and matching up internal resources and tools with their identified needs. The goal was for these value propositions to be developed into pilot programmess and tested with customers.
Our involvement ensured that:
the analysis and idea generation used in the proposition development process was exhaustive and did not miss any vital concepts or market insights
strong financial and market analysis was incorporated into the prioritisation process so that the proposition changes taken forward into pilot programmes had the greatest chance of success. This significantly reduced the costs of having to experiment and test likely failures, and increased the likelihood of successful launches in the future
there was close alignment between the development of value propositions, overall commercial strategy and wider client business objectives – along with essential customer insights.
The client now has a clear definition of priority interventions, best practices and value propositions to deploy within the sales model to address the changing healthcare landscape. They also have a structured approach for value proposition development based on firm customer value-proposition frameworks which is now well aligned to their internal needs.
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