Background
The client
Senior Leader of a Global Pharma Company
Services delivered
Insocius catalysis™
Keywords
Commercial, Regional, Planning
Challenge
Regional commercial team piloting a customer planning tool that will enable KAMs to deliver a smarter, more personalised, data-driven experience in customer engagement. KAMs signalling significant resistance to adopting new tool. Commercial team wanted to ensure uptake by all KAMs and use learnings to drive embedding within multiple markets.
The solution
Discovery: Focus groups with KAMs to understand baseline perceptions, mindset drivers and barriers
Implementation: KAM ‘innovators’ exposed to tool. Reinterviewed to understand evolved perceptions
Engagement: Positive value proposition and messages. Pre-launch video by KAM innovators that directly addressed preconceptions
Ongoing support: Launch training that addressed different KAM learning styles. Commercial leadership alignment and reinforcement. Peer-coaching of late adopters by early adopters
The results
+29% increase in KAM belief that the tool would increase the quality of interactions with customers
-28% reduction in fear around the technology and administration burden
Delivering impact with agility and pace
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