HEALTHCARE & PHARMACEUTICALS
Demographic change, medical advances, and growing health awareness among the population at large present ideal conditions for the healthcare and pharmaceuticals industry. Yet at the same time, companies find their business success permanently hampered by new legal frameworks, expiring patents, a growing generics market, and intensifying price competition in the domestic and foreign markets alike.
There remains little room to maneuver in the sector's complex distribution system, built up over many years and featuring several stages and numerous stakeholders. So what the healthcare and pharmaceuticals industry needs is a paradigm shift to facilitate successful sales going forward. As the success of new product launches diminishes, flexibility, speed, and innovation power become important drivers of commercialization and the improvement of sales force efficiency. Making the shift from a product-centric to a customer-centric approach is crucial here.
KEYLENS supports companies in the healthcare and pharmaceuticals industry in taking their marketing approaches to the next level and in increasing the efficiency of their marketing and sales activities in the process. Our client list includes manufacturers of pharmaceuticals and medical products, providers of medical services, and retail operations in equal measure.
Some of the aspects our consultancy focuses on:
- Market and customer segmentation
- Developing sales strategies
- Optimizing marketing and sales processes
- Budget optimization
- Efficiency reviews in marketing and sales
SELECTED KEYLENS PROJECT EXAMPLES
Pharmaceuticals group
PHARMACEUTICALS GROUP
Issue:
Customer centricity
Objective:
Establishing customer centricity as a new management philosophy, using family practice doctors as an example, as a means of getting away from thinking in silos
Results:
- We prepared and embedded an understanding of customer centricity in the company through a mission statement, standard processes, etc.
- Introduced a new type of transversal value segmentation, i.e. across indications for family practice doctors
- Introduced a new budgeting logic that differentiates between transversal and indication-specific measures
- Optimized marketing communications by embedding a system of thinking in terms of extended campaigns
- Installed various customer-segment-specific measures with a transversal orientation across indications and thereby enabled initial practical experience to be gained with novel communication and service measures
- Initiated a new family practice portal and corresponding training and information measures
KEYLENS success levers:
Transfer of customer centricity knowledge from other industries and projects; introduction of customer value logic to highlight the relevance of family practice doctors in the transversal perspective
Company in the dental industry
COMPANY IN THE DENTAL INDUSTRY
Issue:
Brand strategy
Objective:
Refining the brand strategy with the aspiration of confidently communicating to the outside world the company's 'Champions League' position as one of the top players in the global dental market through its brand and communication strategy
Results:
- We conducted an extensive survey of the status quo, incl. internal/external brand status, the company's strategic parameters, market potential, benchmarking, and customer insights
- Conducted a gap analysis and derived necessary actions for brand strategy/customer approach/implementation externally, i.e. in the marketing mix, and internally
- Formulated a brand strategy incorporating the brand's vision, USP, emotional/functional utility, and attributes/values
- Worked out a brand architecture, incl. defining the vertical/horizontal logic between the corporate brand, house brands, and product/family brands
- Broke down the brand strategy and ensured 360° implementation in the marketing mix, internal branding/brand behavior, corporate culture/organization, and processes
- Formulated and implemented a communication strategy, incl. agency pitch with subsequent development of a new CI/CD and new corporate campaign
KEYLENS success levers:
An established approach and always "on an equal footing" with the client in the process of development and coordination
