Background
The client
Medical affairs lead in a large pharma organisation
Services delivered
Articulating value
Challenge
Slow adoption of a companion device used to tailor doses of a hemophillia drug was hampering the client company’s ability to demonstrate product value in a market dominated by aggressively priced competitors.
The solution
Insocius designed a programme to clearly articulate customer benefits and product differentiation and then support the process for country-level execution.
- Identify barriers to adoption: conducted a series of interviews with medical affairs teams to clearly articulate barriers and identify gaps in capability and evidence that needed addressing.
- Customer experience journey: built an ideal companion device + product customer experience journey to clearly show combined benefits.
- Mobilisation plan: established a cross-functional acceleration team to set implementation goals and agree rapid mobilisation plan with KPIs.
- Best practice sharing: set up regular online engagement meetings with functional teams to set clear expectations, track performance, troubleshoot and enable peer learning.
The results
Pre-programme: <60% of target physicians using companion devices in 10 countries and with limited patient groups
Post-programme: 90% of target physicians using with over 75% of patients in 20 countries
Delivering impact with agility and pace
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