Challenge
Pharmaceutical company’s sales forces are being cut back across developed markets in response to mounting challenges effecting the overall provision of healthcare in aging populations. In response to this AstraZeneca wished to trial a new way to partner with local health providers to give better service to them, at the same time as streamlining their own field-based sales and marketing functions.
Approach
Concise was asked to assess objectively the impact and results of the sales force re-engineering that resulted from the trial. This took place across two regions in The Netherlands and one region in the UK. In depth qualitative interviews with AZ employees, customers and those receiving the services were overlayed with detailed quantitative research and forensic analysis of the operational CRM data and sales and outcome data.
Outcome
The detailed, yet insightful analysis and insight derived by the Concise approach was well received within AstraZeneca, allowing them to distil the learnings from the trial, whose results were not straight-forward. On one hand the new approach that emphasised local knowledge and enhanced partnership in servicing customer needs was universally endorsed by employees and customers alike, however the impact on revenue was mixed.
AstraZeneca
Patient Journey / VPDM
Challenge
Pharmaceutical company’s sales forces are being cut back across developed markets in response to mounting challenges effecting the overall provision of healthcare in aging populations. In response to this AstraZeneca wished to trial a new way to partner with local health providers to give better service to them, at the same time as streamlining their own field-based sales and marketing functions.
Approach
Concise was asked to assess objectively the impact and results of the sales force re-engineering that resulted from the trial. This took place across two regions in The Netherlands and one region in the UK. In depth qualitative interviews with AZ employees, customers and those receiving the services were overlayed with detailed quantitative research and forensic analysis of the operational CRM data and sales and outcome data.
Outcome
The detailed, yet insightful analysis and insight derived by the Concise approach was well received within AstraZeneca, allowing them to distil the learnings from the trial, whose results were not straight-forward. On one hand the new approach that emphasised local knowledge and enhanced partnership in servicing customer needs was universally endorsed by employees and customers alike, however the impact on revenue was mixed.