Test Cookie policy: All websites across the EU are now required to ask your permission to place cookies on your machine, and you can refuse to give it.

We have limited Spanish content available. View Spanish content.

Snap Chart

To Raise Pharma Productivity, Ask the Customer

With traditional routes to raising commercial productivity stalled, some leading pharmaceutical firms have found an effective alternative: focusing on the doctor's overall experience.

  • junio 05, 2018

Snap Chart

To Raise Pharma Productivity, Ask the Customer

With traditional routes to raising commercial productivity stalled, some leading pharmaceutical firms have found an effective alternative: focusing on the doctor’s overall experience. Doctors who give high marks for the experience are far more likely to prescribe the firm’s products. And the most practical way to improve the experience is to redesign and manage customer “episodes.” Consider how different episodes rate for satisfaction and the impact on prescription among US oncologists. While “I want to review clinical trial data” is important and delivered fairly well, others lagged. “I want to monitor and measure patient outcomes” and “I want to understand the reimbursement status of a drug,” for example, both have a significant effect on prescribing but get average or poor ratings, respectively. Those episodes are good candidates for pharma firms to redesign.

Rafael Natanek and Jason Evers are partners with Bain & Company’s Healthcare practice.

Related Bain Brief

The Cure for Pharma's Commercial Productivity Woes

To earn greater loyalty and raise productivity, figure out what really matters for doctors.

Tags

Want to continue the conversation

We help global leaders with their organization's most critical issues and opportunities. Together, we create enduring change and results