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Commercial, sales & marketing services

Changing relationships with customers

THE “NEW” RULES OF ENGAGEMENT [2021 HCP SURVEY]

720 HCPs on the interactions they want from pharma.

What is driving this change?

Customer engagement dynamic

COVID-19 has changed the ways customers learn about treatments and the support they need from life science companies.

Regulatory and policy reform

Mounting public pressures to reform drug pricing and are posing greater transparency in the value chain risk to access and reimbursement.

Private sector pressures

Private pressures such as competitive entrants are propelling the decline of net price.

Consumerism of patient care

New customer expectations across industries, the rise in digital therapeutics and non-traditional entrants in healthcare have created new demands.

A new experience landscape

60%

of patients want to use technology more for communicating with HCPs and managing their conditions.

#1

regulatory and policy change will pose the greatest impact to margins within the next five years.

1-2%

decline in Net Price Growth in the US over the next five years, significantly below the historical 4.3 percent growth.

84%

Of patient said that the services they used – such as remote monitoring and payment support – were valuable during the pandemic.

Actions to modernize

Aligning evidence and economics to outcomes

Demonstrate outcomes through value-based models and access led transformation.

Bringing outcomes to life through experience

Designing experiences around the changing needs of patients, caregivers, and HCPs across increasingly complex care pathways.

Modernizing launch and competitive strategies

Optimizing market entry by empowering brand teams with therapeutic area expertise and executing flawlessly.

Reinventing end to end marketing

Moving away from traditional marketing tactics to positioning assets to drive growth.

Reimagining the digitized customer model

Introducing new engagement approaches to better support HCPs and patients.

Applying intelligence to commercial

Playing data offense and leaning into artificial intelligence (AI) to streamline operations.

Rewiring operations and capabilities

Strengthening core capabilities to promote and sustain commercial growth.

"I believe the most overlooked permanent change will be in the relevance of what we engage our customers on more than the channels by which we engage them."

— RAY PRESSBURGER, Accenture Strategy, Commercial, Sales and Marketing, Life Sciences

What we think

Digital adoption: Reaction or revolution?

Our US survey of 1,755 people focuses on four themes that explore key aspects of health experiences today: Technology, Experience, Access and Trust.

New Science: A new economic reality for growth

As New Science grows in prominence, a new economic environment is demanding change for biopharma’s.

Connecting patients to the services they need

Our new research focuses on patient adoption and reveals that the patient services model needs to change.

Case studies

Digitizing customer service processes

Accenture supports forces with Siemens Healthineers in digitizing its customer service processes.

Gene therapy gets personal

Accenture helped a biopharma company implement a patient-centered platform to manage the delivery of a personalized gene therapy solution.

Awards & recognition

Our leaders

Ray Pressburger

Managing Director – Accenture Strategy, Commercial, Sales and Marketing, Life Sciences

Jimmy Paras

Managing Director – Consulting, Life Sciences, Commercial Services, North America

Laura Dix

Managing Director – Life Sciences, United Kingdom

Gro Blindheim

Managing Director – Life Sciences

Vinita Vasanth

Managing Director – Consulting, Life Sciences, Commercial Services, Growth Markets

Floren Robinson Pressman

Managing Director – Life Sciences Accenture Song Lead, NA

Rich Sherman

Managing Director – Intelligent Patient Services Digital Health Applications