Why "Episodes" Matter for Doctors

This article originally appeared on Pharma Executive.

Pharmaceutical companies find it increasingly hard to deliver growth from their in-market portfolios 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. And doctors in many developed countries have been moving away from pharma sales representatives as a primary resource for learning about medicines.

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How, then, can pharma firms create the next wave of frontline productivity, becoming more efficient and delivering growth?

Some leading firms have made progress through a customer-centered approach. The goal is to make each interaction with the company relevant, seamless and hassle-free, so that customers truly value the reps and channels as helping them make informed treatment decisions. And the key unit of management to make this possible is the customer “episode.”

An episode consists of all the activities involved when a customer has a task to complete or a need to fulfill. It starts when the need is triggered and ends when the customer has met that need. Episodes focus the organization around the customer experience. As a result, they can produce significant growth and cost savings, because delighted customers buy more, stay longer, refer the company more to colleagues and often cost less to serve.

Read the full article at Pharma Executive.

George Eliades is a partner with Bain & Company’s Healthcare practice.