Biotech company
Unleashing untapped potential for undertreatment
A leading biotech organization was missing actionable insights into customer account metrics. There was no cross-functional structure for identifying gaps, number of potential patients, optimal diagnostics and treatment, and scale of under treatment.
The organization wanted Been to help increase impact in the current segmentation and targeting and to help enable fact-based decision making in a culture of continuous improvement.
No insight into customer account metrics
A leading biotech organization was missing actionable insights into customer account metrics. There was no cross-functional structure for identifying gaps, number of potential patients, optimal diagnostics and treatment, and scale of under treatment.
The organization wanted Been to help increase impact in the current segmentation and targeting and to help enable fact-based decision making in a culture of continuous improvement.
Care pathway and patient analysis
We helped analyze patient pathways and identified pathway improvements. We co-created an adoption ladder, including criteria and key activities to drive progress per step in line with the patient pathway identified improvements. We mapped accounts on the adoption ladder, quantified the number of patients (eligible, prescribed, market share), and drafted account plans including potential targets, actionable activities, and behavioral objectives and KPIs.
Targeted account plans
We created a generic patient-centric care pathway for 13 accounts. A national patient potential calculation model was developed, and a redesign of the adoption ladder was implemented, focusing on customer-centricity instead of product push. 50 cross-functional solution offerings and activities identified and mapped on the adoption ladder. The top 5 healthcare professionals per healthcare organization was mapped and included in account plans. The account plan included objectives, targets, KPI.s, and cross-functional multichannel engagement flows.
Key results
- Insights into untapped potential for treatment
- From product push to patient-centric sales
- Targeted account plans to support this way of working
- Using the concept of the adoption ladder for support
‘Been created structure, increased focus and enabled my team to move from activity towards result-focused customer-centric account plans. The way they engage is hard on the facts but with respect for the people. Resulting in buy-in, and sustainable embedding. It was fun working with them.”
General Manager Austria
"Learn more about customer engagement?"
Please contact Daniel Brouwer and email to: daniel.brouwer@beenmc.com.
