베인은 홈페이지 기능 및 성능 개선을 위해 쿠키를 사용합니다. 이와 관련된 더 많은 정보는 개인정보 메뉴에서 확인하실 수 있습니다. 이 웹사이트를 계속 사용하시면 쿠키 사용에 동의하신 것으로 간주됩니다. 

스냅차트

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.

  • 2018년6월5일

스냅차트

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.

태그

베인에 궁금하신 점이 있으신가요?

베인은 글로벌 리더들이 중요한 이슈를 해결하고 기회를 놓치지 않도록 지원합니다. 고객사와 협력하여 지속되는 변화와 성과를 창출합니다.