Healthcare Go-to-Market Model Transformation
Discover the trends, benchmarks and best practices to drive greater productivity through your commercial model
The healthcare market continues to evolve resulting in the following industry shifts:
- Physician interaction preference has permanently changed
- Hospitals have increased focus on operational efficiencies
- Continual shift towards outpatient and home care treatment options
- Patient preferences continue to evolve
- Increased appetite for digitally connected products
With these market transformations, commercial leaders are adapting their go-to-market strategies to advance their commercial models, driving greater productivity. With a significant expansion in alternative roles, average revenue per sales resource has increased +10% over the past three years.
Recent Alexander Group research with 90+ healthcare firms revealed the five key levers for commercial model productivity:
- Changing core field rep roles due to physician interaction preferences and clinical outcome priorities
- Focusing on strategic account models to identify key accounts to build relationships with “influential” IDNs
- Deploying inside sales and hybrid roles based on growth stage, clinical intensity, primary site of care and level of GPO contracting
- Adopting specialized roles for new technologies (software/robotics)
- Engaging customers and enabling sellers through the use of improved digital technologies
How is your go-to-market model transforming to increase commercial productivity? Receive a complimentary briefing on the full findings and see how your firm compares.
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