Approach
Commercial model
Design of a centralized pan-European commercial model
Business case
Define business case (improve customer service, reduce OPEX and headcount)
Piloting
Pilot new commercial model and post-launch optimization

Define a profitable commercial model for two critical care products targeting a narrow and highly specialized physician target group across Europe.
Design of a centralized pan-European commercial model
Define business case (improve customer service, reduce OPEX and headcount)
Pilot new commercial model and post-launch optimization
EU became the only profitable region worldwide and achieved the highest customer equity score recorded in the industry.
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