Customer experience in the pharma industry

We assisted a leading pharmaceutical company in redesigning its sales approach to prescribers to make it more digital. The Covid-19 crisis having strongly impacted the usual interactions of the sales force with doctors, our client wanted to rethink its entire go-to-market approach on the ‘customer experience’ part to develop a new approach, entirely digital, and different from the competition.

By identifying trends and benchmarking non-pharmaceutical players in their digital sales approach, and by analyzing the receptivity of doctors to the pre-identified ideas, we helped our client’s sales and marketing teams to define their new ‘customer experience’, from the inspiration phase to the implementation of the new practices within the field team.

Alcimed supported a pharma lab in increasing awareness around their drug in the corresponding population of physician.

We helped our client to develop a segmentation of physicians beyond the current segmentation according to sales potential. Next, we developed questionnaires for the sales force to enable them to group their customers into the defined profiles. Also, we worked on new ways to approach these physicians corresponding to the physicians’ segment. These new ways to approach were finally tested in the field by the client’s sales force.

Our work enabled us and our client to co-create the future guidance of approaching customers by the sales force and allowed for innovative new ways of interaction.

We supported an international pharma player in optimizing the interaction of the sales force with their customers, HCPs.

Being last on the market, objection handling was a key issue for our client, sowe prepared a gamified workshop, in which different sales force teams played against each other. The setup was Germany represented by a real board game and role play was applied in order to meet different types of physicians and practice to handle their objections.

Because of the competitive character of this game, all participants enjoyed a nice and professional training workshop and could prove their capabilities in reacting in the field.

We supported a pharmaceutical company to develop a digital support offer for Crohn’s disease patients. Our client wanted to understand what the major issues were in the patient care pathway and what levers could be used to address them, in order to develop its solution accordingly.

By identifying and prioritizing obstacles in the treatment process of this disease during a workshop with patients and by co-defining operational solutions to improve and develop the quality of life and well-being of patients, Alcimed enabled its client to develop a solid action plan to create a new patient support program.

Our team helpeda leading pharmaceutical company understand the emotions experienced by patients suffering from a rare disease in order to develop a range of services to improve their well-being and quality of life.

After mapping patients’ emotions throughout their care pathway (from pre-diagnosis to palliative care) in several European countries, our team conducted a benchmark of services for patients, before selecting, during a workshop with our client’s teams, ideas for services to be implemented to respond to the emotional challenges identified with patients.

Our client, a world leader in the pharmaceutical industry, wanted to accelerate the deployment of a program created to improve adherence to type II diabetes treatments, based on a better understanding of the patient experience, in a “Value Based Healthcare” approach.

Thanks to a field investigation with healthcare providers, we helped our client identify the indicators of value for the patients to be measured along the care pathway. We then recommended to our client a qualified list of potential partners in order to acquire the data management skills necessary to set up such a “value-based” model.

We helped a pharmaceutical player to structure a care pathway using the “patient tracer” methodology, which consists of retrospectively analyzing the pathway of a limited sample of patients, in order to diagnose areas for improvement and identify possible solutions for better care.

By analyzing the profiles of tracer patients and reconstructing their theoretical pathways, and carrying out an investigation with the key players in care (doctors, nurses, etc.), we were able to propose solutions to improve the patient experience, which we then developed in an action plan to improve the care pathway in this pathology based on the experience of the patients.

We assisted the European Medical Management of a pharmaceutical company to optimize the care pathway and emotional management of patients suffering from a rare respiratory disease in several European countries.

As this rare disease is difficult to diagnose and often confused with more common respiratory diseases, the time required to diagnose patients was too long (2 to 3 years). Our client wished to position itself as a public health player by providing hospitals (3 centers per country, in different countries) with Alcimed’s service for:

1. Diagnose the current coordination of care between the different healthcare actors involved in the patient pathway.
2. Co-define with this multidisciplinary team an ideal patient management model and an associated action plan.
3. Implement the actions defined at the local and national level.

The result for our client? A reduction in patient diagnosis time and an overall improvement in physician coordination, an increase in therapeutic management and a change in the sales team’s stance.