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The traditional customer engagement model of pharma companies is undergoing a paradigm shift due to the evolving dynamics between healthcare physicians (HCPs), healthcare organizations (HCOs), and integrated delivery networks (IDNs). While the engagement preferences of HCPs are changing, the role of physicians has also evolved significantly over time.
Given this new paradigm, it is imperative for pharma companies to know the HCP-HCO-IDN affiliations and incorporate this into the customer engagement strategy and operations. Affiliations can significantly help with targeting, communication channel enablement, performing advanced analytics on account-based sales, and intelligent segmentation. To leverage the affiliations, pharma companies need to maintain high quality and updated information about HCPs, HCOs, and their affiliation with IDNs, group purchasing organizations (GPO), distributors, and key influencers of purchasing decisions.
Find out how Axtria helped a top 10 global pharma create a streamlined corporate affiliation management platform, bringing substantial business value by clearing out unnecessary information, prioritizing affiliations based on business rules, and reducing manual effort by producing one clear hierarchy.
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