Recent Engagement 3:
Business Challenge
European hospital pharmacists are growing in importance as hospitals there become more sophisticated in their ability to control drug costs by limiting access and conducting tenders. In light of this trend a US-based pharmaceutical manufacturer of a hospital-based product, was interested in expanding it’s suite of tools, programs and services geared toward pharmacists to meet the evolving needs of this segment.
Methodology
Strategyx pursued three streams of primary research in addition to mining secondary data sources to complete this project. The first stream consisted of one-on-one interviews with hospital pharmacists from five different countries to establish a baseline of knowledge related to their perceptions of this product, category, and manufacturer involvement. The second stream consisted of an in-person pan-European advisory council to allow for robust iterative discussions with pharmacy customers. The final stream of primary research consisted of one-on-one interviews with key stakeholders throughout the client’s organization to ensure engagement and alignment around tactical and programmatic recommendations.
Deliverables
Strategyx leveraged its experience in strategy development, account prioritization and customer relationship management, to develop a suite of pharmacist-oriented tools and tactics to address the growing importance of this segment. Tactics and tools were developed within each of five functional areas that impact product availability and product awareness.
This approach allowed for targeted investment at the regional level as well as selective deployment of tools and tactics at the local level given the unique dynamics within individual countries.
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