1st April, 2020
With SO MANY talking about being customer-centric in Pharma account management teams, why are SO FEW delivering it?
It’s easier said than done, that’s why.
The transition from product to customer led is a difficult journey for many Pharma companies. It requires real commitment to change.
Shifting from developing product led solutions to catering for the needs, wants, problems and concerns of customers.
This depth of customer focus is alien to many Pharma companies.
Capability gaps usually need to be addressed and a new skill set catered for as go to market models shift from sales to account management led. Developing account management capability is a necessary investment and long-term commitment in order to build a customer-centric culture.
Importantly, account management process helps sustain capability development. Carefully selecting and developing the required process is an important building block to create a customer-centric culture. Investing time and effort into this pays dividends.
Developing capability and core process are key elements of the 5-point plan to develop customer-centricity below.
Developing a more customer-centric culture
1/ Senior level buy-in
Cultural change starts at the top. Senior sponsors role modelling customer-centric behaviours is one of the most powerful ways to create change. Their authenticity is key.
2/ Quantify the change you expect
Set clear expectations and outcomes, then monitor progress. Clear expectations become a powerful ally once you have agreement and commitment to them.
3/ Set the capability benchmark
Set the capability standard, identify gaps and establish structured development programmes. The graphic below breaks down the specific capability required to effectively account manage within the Pharma industry.
4/ Embed and sustain core process
Select and develop core account management process, then embed and sustain. Process to support market assessment & analysis, customer insight generation, customer segmentation & stakeholder mapping and customer business planning are key. They link directly to the account management capability outlined above.
5/ ‘Always on’ communication
Through effective communication keep customer-centricity front and centre internally and externally.
If you would like to talk about developing account management capability and the role this plays in developing a customer-centric culture then please get in touch - we'd love to hear from you.
Achieving commercial excellence in the new normal
It’s clear that ways of working and travel aren’t going to go back to where they were anytime soon, and more likely never. So there’s a growing realisation that the ‘plasters’ we all put in place to make things work since March need to become more permanent solutions if we’re going to have the impact and results we need.
Where will consumers buy their (over-the-counter) drugs in future?
An unprecedented change is currently taking place in the sale of pharmaceutical products, pointing to the influence of new competition with the existing pharmacy structure.