Customer Network Management
Situation | Offering Benefits
- In recent years, the healthcare environment has become increasingly networked as a growing number of interrelated stakeholders are gaining decision-making power in the healthcare market.
- The standard practice in the pharmaceutical industry today of allocating the majority of promotional resources to one stakeholder group, prescribers, does not accurately reflect the increasingly networked market reality.
- Being able to understand and manage customer networks in the healthcare market is a strategic window that is currently open and that provides a key opportunity for competitive differentiation.
- Pharmaceutical companies that manage to implement a customer network management approach first, will be able to address the dynamic needs of important non-prescribing stakeholders and thereby achieve a substantial competitive edge.
- Executive Insight has developed a systematic approach that enables pharmaceutical companies to define strategic network objectives, gather and map relationship data, and analyze and act upon network relationship information.
- Holistic understanding of the healthcare market reality
- Identification of important influencers on all levels of the healthcare market, beyond key opinion leaders
- Competitive advantage through development of new market interaction strategies and services tailored to the specific needs of different stakeholders in the context of their network