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Do pharma companies need a dedicated platform for key account management?

Catalyzed by a tremendous growth in tablet adoption, there are now a large number of e-detailing and closed loop marketing platforms available. Typically, these platforms are designed to distribute content to tablet devices held by pharma sales reps, and are used to promote sales effectiveness during visits to prescribers.

But an evolving and increasingly fragmented marketplace is pushing pharma companies away from prescriber-only marketing. As a report from industry commentator eyeforpharma puts it:

Pharma companies may now need to negotiate with as many as nine different levels of stakeholders to complete basic purchasing decisions. This complexity poses formidable account management issues.

A relatively recent change in the pharmaceutical industry, this has led to increased emphasis on the deployment of key account management strategies for payers and healthcare providers. In this context, it’s important to understand the difference between ordinary prescriber or physician sales meetings and the kind of discussion that takes place between key account managers and senior-level payers or healthcare providers.

Market access needs

Market access and health economics departments that support field-based representatives such as key account managers (KAMs) and medical science liaisons (MSLs) have a very particular business need that is not addressed by prescriber-oriented e-detailing platforms.

BaseCase offers a platform that is geared towards pharmaceutical key account management, and their interactions with payers and healthcare providers.

It meets the following specific needs of market access teams and their key account managers:

  1. Tailored value propositions

    Gaining market access in pharma is partly about explaining complex evidence to non-specialists, often a combination of clinical and economic evidence. Since every payer or healthcare provider is different, with varying local costs and patient populations, there is a need to tailor the story. In the past, this has been accomplished with the use of spreadsheets - but these are notoriously unsuitable for customer engagement.

    Apps developed on the BaseCase platform integrate spreadsheets, for example to perform a budget impact analysis, so the KAM can change assumptions as required. Instead of displaying plain numbers, the platform offers many tools to visualize the results in animated graphs and other features, so the customer can instantly see the value.

  2. Flexibility and Adaptability

    Pharmaceutical companies operate in multiple healthcare markets. Languages, economic conditions, reimbursement requirements and healthcare systems vary in different countries, and the global value proposition must be developed accordingly.

    The flexibility of the BaseCase platform means that apps are easily translated and adapted. For the first time, pharma can avoid the problem of affiliates continually being forced to reinvent the wheel. By building a global ‘core app’ on BaseCase, which market access managers working in different countries then adapt to reflect local conditions, the duplication of efforts is avoided and resources are saved. It also streamlines the launch process, and lets HQ retain brand control and maintain consistency.

  3. Efficiency and cost-effectiveness

    Pharma companies typically outsource the development of customer engagement tools to agencies and consultancies, because it involves programming. This is a time-consuming and inefficient process. In addition, the evidence changes so quickly that when these apps have been approved by the legal department for use with customers, they may already be out of date.

    Our web-based drag-and-drop platform enables pharma companies to build or modify their own apps, quickly and easily. With BaseCase, pharma companies can do some or all of their app development work in-house, and they can quickly update apps in real time when there is a change to the health economic and clinical data which underpin the argument.