Our client, a top-10 global pharmaceutical company, wanted to better understand how other leading biopharmaceutical companies were approaching and engaging with organized customers—integrated delivery networks, integrated health systems, accountable care organizations, and medical groups—and sought a partner in Promidian to conduct a benchmarking and research study to identify both prevalent and innovative practices.
First, members of the Promidian team met with key internal stakeholders at the client organization to gain their perspective on the focus for the organized customer benchmarking. Combining their insights with our expertise, we developed the discussion guide for the research, identified target biopharma companies, and recruited appropriate participants.
Next, we conducted the benchmarking research with nine representatives of leading biopharma companies; stakeholders were intimately familiar with their organizations’ organized customer engagement practices and processes and included individuals from the senior vice president to director levels in Managed Markets Marketing, Managed Markets Sales, and Sales.
With the results, we benchmarked organized customer definition, engagement effectiveness, strengths and gaps, frequency of interaction, number of targeted accounts, prioritization of customers, tactics, success, and impact, and we identified novel and innovative models and pilots used by leading manufacturers to engage with organized customers. Finally, we identified requirements for success and developed a detailed strategic roadmap to guide the company’s efforts with organized customers.
In the face of rapidly evolving customer business models, is your organization operating as effectively as it could? Do you have any brands facing new or increasing access challenges? Promidian can help. Contact us today.