Case Stories
Read how a leading Danish pharmaceutical company is reshaping conversations to meet the needs of future clients
STARTING POINT
- The sales role and market are rapidly evolving
- Doubling the FTE, launching a new product, appointing a new Country Manager, among other changes
- The goal is to gain access to HCPs/hospitals through data, omnichannel approaches, etc.
CHALLENGES
- A new generation of doctors update themselves without sales rep visits
- Consolidation of practices demands that clients see value in every interaction
- The ambition to be a preferred partner alters the customer journey, requiring changes in training, guidance, and availability of medical professionals, as well as more integrated interactions across channels
PROCESS
- Deep Dive into over 1,000 pages of analysis, measurements, processes, documents
- Creation of a thesis catalog, interview guide, kickoff, coordination, etc.
- In-depth interviews with key stakeholders in Frontline and Back Office
- Real-time observation over 26 days across three business units, followed by customer interviews, attendance at training sessions, listening in on external call centers, etc.
- Processing all collected data and reporting to EMT, Sales, Back Office, HR, and others
RESULTS
- Validated insights into what creates the most and least value for clients
- Identification of the three main factors determining whether clients engage with the company and the drivers of new sales behavior/culture
- Insight into the root causes of collaboration/cultural barriers
- New territories, team compositions, GTM strategies, sales processes, pitch, meeting booking, and more
TIPPING POINTS
- Leadership’s courage to choose a partner from outside the pharmaceutical industry
- Commitment and resilience in implementing and embedding insights internally
FINAL DELIVERABLES
- Comprehensive plan including enablers, pitfalls, expected outcomes, and secondary effects
- A detailed playbook on how pharmaceutical reps should work in the future, according to clients
- A format for an evidence-based description of value-creating client dialogues (artifact)
'I refer to your findings in many respects. It has been truly valuable to get your perspective on our business.'
