Pharma Account Teams gain success through localised insights that help them position, message and where appropriate, tailor products & services, to enable the creation of mutual value.
These insights support Account Teams to provide powerful customer engagements, Although this requires deep account, environment & stakeholder understanding - built on these key insights. The barriers however to Account Teams gaining sufficiently useful insights are often due to:
Consequence: This causes a loss of impact in engagements with Healthcare Professionals - due to a lack of insight into these critical local patient & account unmet needs.
Imonic have developed a best-practice process for insight development at an account level.
We support clients by providing the tools, techniques and building the internal capabilities to develop these insights, which differentiate your Account Teams and add value to both your stakeholders and their patients.
To do this well, we need to move away from the all-to-common generic approaches we see, to a deeper franchise specific approach. We start by taking a multi-functional [Account Team] perspective of the brand plan, identifying a series of opportunities and challenges against a set of agreed brand characteristics (we call this the brand characteristics table – this helps connect brand teams and account teams through a common currency).
The brand characteristics table is used as a basis for the development of a franchise specific questioning framework – this can be tailored to suit different country situations or specific customer segments/archetypes. This questioning framework takes an 3 dimensional approach to both internal and external environments that provides rich insights for a robust situational analysis to take place.
This Account team critical questioning tool is what we call an Inside/Outside Framework. It has the following benefits:
For YOUR STAKEHOLDERS: