Putting resources behind the rhetoric of customer-centricity can pay dividends, as eyeforpharma’s new whitepaper documents in its exploration of the impact of GSK’s ‘New Commercial Model’.
While customer-centricity is a buzzword, structuring change around this objective is still consider controversial. That’s why GSK’s new ‘Ethics-first’ approach to commercialization, which includes the decoupling of incentives from sales performance and the suspension of payments to KOLs, was initially received with a dose of skeptism by industry commentators. But the results speak for themselves, with a 2015 survey of more than 3,500 HCPs in the United States ranking GSK number one by trust and customer value.
The pathway to change was not straightforward however, and eyeforpharma’s whitepaper traces this story for the first time, containing valuable insights learned from the obstacles overcome along the way.
Speaking to the publication of this new paper John LaMattina (former president of Pfizer R&D and thought-leader on ethics within pharma), stated “Several lessons can be learnt from the GSK model, including the needs for a middle ground between results-oriented and customer-oriented performance metrics, using meaningful feedback to improve sales rep performance, and transforming selling into a ‘meaningful’ purpose.” By shining a spotlight on this landmark advancement, eyeforpharma aims to evangelize customer-centricity values, encouraging other companies to adopt ideas that can make the industry a better partner in healthcare.
The paper was created from a deep research process involving an extensive literature review of best practices, as well as 8 thought leader interviews with industry experts and GSK colleagues who worked closely with the project. You can read the paper here http://1.eyeforpharma.com/LP=15268
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Izzy Gladstone, Marketing Director, North America
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