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The client is a multinational pharmaceutical and consumer. With rapid change in the healthcare market impacting organizations in the pharmaceutical industry, the client asked Accenture to assist it to adapt its commercial strategy, making it more customer - centric. This will assist the client to meet new competitive challenges and benefit from emerging opportunities.
The health care market is undergoing great and rapid change. The pharmaceutical industry in particular is being impacted, with companies under great pressure to increase the efficiency and effectiveness of their operations. New and emerging trends include a looming patent cliff—approximately 40 percent of the top-selling products worldwide will lose their patents by 2014, which will significantly impact the revenues of major companies. There is also a consolidation of providers (doctors, group practices, hospitals, health systems) into larger accounts that have greater influence and economies of scale.
Healthcare reform, driven by government policy, is reshaping the delivery of healthcare, from care coordination to reimbursement strategies, impacting behaviors and tactics within the marketplace. Tightening regulations will also impact how healthcare companies operate, from marketing tactics and customer engagement to reporting requirements. In addition, ballooning healthcare costs are seeing the emergence of new strategies and tactics by government, payers, and providers to reduce costs and shift risk to other players. The client, a leader in the global pharmaceutical market, determined a need to adapt its commercial strategy, moving from a product focused model to a customer focused model to better meet the changing requirements of the market and benefit from emerging opportunities.
Accenture was asked to help transform the client’s company into a customer-centric organization focused on delivering on the needs of its most important customer segment: healthcare providers. A more customer-centric model would require the client to move to a unified and coordinated approach to its customers.
Accenture worked with key leadership and experts to clearly understand the various issues and develop a robust solution. The resulting solution offers the client strategic agility, with the capability to flex and adapt as more customer knowledge is gained, a new sales delivery model, performance management tracking and strategic alignment of leadership across the organization.
The phased approach included:
Analyzing current state—the internal operating model of the organization, as well as external customer segmentation.
Developing a solution set that included interim stage gates and operating model changes.
Creating a robust performance management tracking solution.
Accenture assets were leveraged by the Accenture team to help speed implementation and value delivery.
Key elements of the new sales delivery model include:
Alignment to customer segments.
Creating a dedicated marketing function for each customer segment.
Creating an account-based selling model with dedicated account teams.
Centralized marketing execution and delivery.
Customer segment profit and loss.
In delivering the solution, Accenture engaged key client teams responsible for helping to develop the overall solution set and for driving ownership and adoption post implementation.
This customer centric commercial model will help the client better identify and target value for the organization, in the constantly changing pharmaceutical environment. This project has laid a foundation to deliver value to the client across multiple dimensions, helping it better understand customers’ changing needs, and deliver tailored offerings to provide the value demanded, as well as helping to increase operational efficiency and financial flexibility.
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