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Enabling KAMs to deliver a tech-enabled, personalised customer experience

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

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The results

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+29% increase in KAM belief that the tool would increase the quality of interactions with customers
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-28% reduction in fear around the technology and administration burden

Delivering impact with agility and pace

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