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Commercial Teams: Change is Relentless. Design for It.
Apr 01, 2021
Move forward with dynamic deployment
With the COVID-19 pandemic turning up the heat on several long-simmering trends, the saying about change being the only constant has never felt so relevant. In fact, for commercial teams, I would argue that change is both the challenge and the solution.
Consider, for example, that getting face-to-face access with physicians has become increasingly difficult. That was true before the pandemic, but COVID-19 has made it even harder to get in the door; as of Feb 26th, in-person details were 39% of the pre-COVID-19 baseline1. In this case, the change challenge is decreased opportunity for face-to-face personal promotion. The change solution? Shift away from traditional approaches and embrace a model that uses data and analytics to continually refine how you’re deploying your sales reps. With precision insights, you can deploy reps to the most appropriate HCPs for your brand at this time, this means truly aligning the right resources with the right HCPs, to maximize salesforce productivity and profitability. When in-person interactions aren’t possible (or effective), you can use a combination of non-personal channels to engage those HCPs with their desired engagement mode and other stakeholders.
The universe of stakeholders is another area where change is in overdrive. Patients and providers remain the primary, but not the only, relevant stakeholders. The change challenge is the need to engage a much broader, more diverse audience — including caregivers, payers, and provider influencers, such as group purchasing organizations (GPOs), integrated delivery networks (IDNs), and pricing committees. The change solution? Use data and analytics to understand the complex factors these influencers weigh when assessing your brand’s effectiveness. Build the capacity to continually capture and analyze data to demonstrate how your treatment supports better outcomes within the context of product type, market environment, disease, access environment, clinical attributes, and more. Then use those insights to craft tailored messaging and deliver it via optimized channels.
These are just two examples of fundamental change commercial teams are navigating. And these are just two reasons why we’re encouraging brands to start creating tailored deployment models that are dynamic and evidence-driven — in other words, designed for change.
Gone are the days of focusing on rapid deployment at launch, filling short-term gaps in expertise, and then managing end of lifecycle. It’s time to start piloting different types of solutions that give you rich insights into what’s working, where, and why throughout the product lifecycle. Over time, you can use these insights to build benchmarks and analogs and, ultimately, create a learning model.
A learning model makes it possible to tweak your strategy so that you are more efficiently reaching the right HCPs with the right messaging, thus improving the outcomes your sales team is able to achieve. That might include pivoting from a traditional sales representative or HCP coverage model to a direct-to-caregiver support program, a holistic reimbursement and access program, or an integrated model with inside concierge-type representatives to enable subject matter experts. You might find that you need to realign traditional sales representatives from the field and put them to work in virtual assignments. Or you might uncover a need to recalibrate digital channels to coordinate the right message at the right time in the right sequence through the right channel.
Change is always in motion. By building a holistic and dynamic commercial model, you can implement — and continually enhance — a combination of personal promotion and non-personal channels.
1 IQVIA BrandImpact Data, (Q1) 2021.
Dynamic Deployment
Drive brand performance with a dynamic deployment model