Measuring the return from pharmaceutical innovation 2012
Is R&D earning its investment?
In this publication, a case was made that health care treatment decisions are increasingly influenced by dynamic groups of local health stakeholders – what Deloitte refers to as health ecosystems. Gone are the days when single decision makers – doctors, for example – individually decided what to prescribe their patients. Today, the network of stakeholders involved in purchasing, from the head of procurement of a large health system to a CEO of a national payor, is expanding. This is largely due to the increasing power of important influencers beyond the conventional, single decision makers. The traditional biopharma sales model is not equipped to serve this new market – or the health ecosystems that are evolving.
To address these rapidly evolving ecosystems, biopharma companies should consider shifting their sales models toward an account based selling approach that focuses on coordination of field activities within a particular ecosystem. Examples of accounts may include hospitals, health plans, group practices, or an integrated delivery network, including future Accountable Care Organizations (ACOs) and medical homes. At the core of this new customer facing model is a specific, institutionalised account management team, charged with addressing customer needs locally. These teams will deliver content (e.g., drug science, health economic data, and samples) and orchestrate customer interaction in a timely, coordinated manner. Given new levels of interdependence, cross account coordination within a local ecosystem will also be a critical element of this new model.
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