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Accelerating country adoption of a companion device critical for demonstrating product value


The client

Medical affairs lead in a large pharma organisation

Services delivered

Articulating value


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

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Pre-programme: <60% of target physicians using companion devices in 10 countries and with limited patient groups
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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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