贝恩：医药商业生产力困境报告(英文版).pdfVIP

The Cure for Pharma’s Commercial Productivity Woes To earn greater loyalty and raise productivity, figure out what really matters for doctors. By Rafael Natanek, Jason Evers, George Eliades, Gilbert Grima and Sumit Sahni Rafael Natanek, Jason Evers, George Eliades and Gilbert Grima are partners with Bain Company’s Healthcare practice. Sumit Sahni is a partner with Bain’s Digital practice. The authors are based, respectively, in London, Chicago, San Francisco, Zurich and London. ® ® ® ® Net Promoter , Net Promoter System , Net Promoter Score and NPS are registered trademarks of Bain Company, Inc., Fred Reichheld and Satmetrix Systems, Inc. Copyright © 2018 Bain Company, Inc. All rights reserved. The Cure for Pharma’s Commercial Productivity Woes Executive Summary With traditional routes to raising commercial productivity stalled, some leading pharma 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 company’s products. The practical way to improve the experience is to redesign and manage customer “episodes.” An episode consists of all the activities involved when a customer has a task to complete or a need to fulfill. Some leading pharma firms select a handful of episodes to tackle first, based on two dimensions: how sat- isfied doctors are with the episode, and the effect of the episode on the doctor’s propensity to prescribe. Pharmaceutical companies find it increasingly hard to deliver growth from their in-market portfolio or through product launches. Categories have gotten more crowded, making market share gains harder to eke out. Price increases, the main lever in markets such as the US, are more difficult to impose. Doctors in many developed countries have been m