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Unlocking Institutional Access
Life Sciences
Case Background
What do you do when your hard-to-access customers become virtually impossible to reach? Our Client, a leading independent biopharmaceutical company providing a novel life-saving antimicrobial drug, had a successful launch. However, the COVID-19 pandemic posed significant access challenges impacting company performance in the hospital setting. In addition to the main concerns, several related issues have aggravated the situation: formulary adoption gap, low hospital sales force selling expertise, and sub-optimal collaboration between the members of the field team.
We applied our Precedent Driven Innovation framework to help our Client create winning ways to win in the hospital setting in the context of the pandemic constraints, associated issues, and a few category-specific complications (e.g., antibiotic stewardship). During the FRAME phase, our team used primary research to identify key challenges & prioritize top concerns. In parallel, we focused on analyzing 70 challenges shared among all US hospitals and organized around six “meta challenges” each impacted by the pandemic in a specific way. In the CREATE phase, we deconstructed and disassociated the Hospital Access and Prescriber Apathy challenges to screen hundreds of potentially relevant cases. Our team identified a narrow selection of precedents with powerful innovative essence: Empowerment Through Simplicity (Oscar) or Speak Their Language (Nelson Mandela). The insights from the short-listed precedents were transformed into hospital-level and provider-specific access solutions during the CREATE RECOMBINATION workshop. Finally, the 3rd phase of our approach was dedicated to creating an actionable roadmap and a compelling business case for the client leadership team.
Our Approach
Our team designed a comprehensive innovative hospital access strategy that helped the institutional team to overcome barriers effectively and accelerate growth for Client’s innovative treatment across specialties. In addition to the strategy outline we mapped the detailed stakeholder impact, revealed key innovation imperatives, designed a tactical timeline, provided tactical deep dives for each initiative, created protocepts for novel tactical elements, and built an extensive KPI & Metrics system.
Output
Unlocking Institutional Access
Life Sciences
Case Background
What do you do when your hard-to-access customers become virtually impossible to reach? A leading independent biopharmaceutical company providing a novel life-saving antimicrobial drug had a successful launch. However, the COVID-19 pandemic posed significant access challenges impacting company performance in the hospital setting. In addition to the main concerns, several related issues have aggravated the situation: formulary adoption gap, low hospital sales force selling expertise, and sub-optimal collaboration between the members of the field team.
We applied our Precedent Driven Innovation framework to help our Client create winning ways to win in the hospital setting in the context of the pandemic constraints, associated issues, and a few category-specific complications (e.g., antibiotic stewardship). During the FRAME phase, our team used primary research to identify key challenges & prioritize top concerns. In parallel, we focused on analyzing 70 challenges shared among all US hospitals and organized around six “meta challenges” each impacted by the pandemic in a specific way. In the CREATE phase, we deconstructed and disassociated the Hospital Access and Prescriber Apathy challenges to screen hundreds of potentially relevant cases. Our team identified a narrow selection of precedents with powerful innovative essence: Empowerment Through Simplicity (Oscar) or Speak Their Language (Nelson Mandela). The insights from the short-listed precedents were transformed into hospital-level and provider-specific access solutions during the CREATE RECOMBINATION workshop. Finally, the 3rd phase of our approach was dedicated to creating an actionable roadmap and a compelling business case for the client leadership team.
Our Approach
Our team designed a comprehensive innovative hospital access strategy that helped the institutional team to overcome barriers effectively and accelerate growth for Client’s innovative treatment across specialties. In addition to the strategy outline we mapped the detailed stakeholder impact, revealed key innovation imperatives, designed a tactical timeline, provided tactical deep dives for each initiative, created protocepts for novel tactical elements, and built an extensive KPI & Metrics system.