5. Use digital technology to enable a key account strategy


More segmented marketing strategies

The new medtech model calls for a reinvention of the commercial model. Alongside a reduction in commercial costs, the approach that many companies are taking is a far more segmented go-to-market strategy in which smaller field forces focus on high-priority customers.

Today there are numerous communication technologies available to enable a key account strategy. A good overall approach is to use high value ‘one-to-one’ channels which support one-to- one communication, with priority targets. These can then be supplemented with on-demand information, depending on your specific strategy and your target audiences’ preferences.

5. Use digital technology to enable a key account strategy

More segmented marketing strategies

The new medtech model calls for a reinvention of the commercial model. Alongside a reduction in commercial costs, the approach that many companies are taking is a far more segmented go-to-market strategy in which smaller field forces focus on high-priority customers.

Today there are numerous communication technologies available to enable a key account strategy. A good overall approach is to use high value ‘one-to-one’ channels which support one-to- one communication, with priority targets. These can then be supplemented with on-demand information, depending on your specific strategy and your target audiences’ preferences.

Key account channel strategy example
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High-value experiences

Because face-to-face contact will likely be emphasized with high-priority targets, it’s important to enable customer teams to deliver the best experience possible – and also take every opportunity to understand individual needs and preferences.

This can be achieved with digital sales systems that enable reps to guide people through interactive content on mobile devices. In this way, clinicians get an engaging experience and also, through their interactions, enable you to better understand their specific needs.

Physical one-to-one meetings can be supplemented with virtual engagement, which enables a similar kind of experience but run online. Using these technologies together makes it possible for reps to alternate between face-to-face meetings and purely digital communication to follow-up or speedily respond to requests.

Virtual engagement also enables reps to bring internal experts into the conversation in an easy way. High-value experiences can therefore be provided in which product or medical specialists speak directly with clinicians anywhere in the world – a service that is often much appreciated as it allows for in-depth scientific discussion at a peer-to-peer level.

Key account channel strategy example


High-value experiences
Because face-to-face contact will likely be emphasized with high-priority targets, it’s important to enable customer teams to deliver the best experience possible – and also take every opportunity to understand individual needs and preferences.

This can be achieved with digital sales systems that enable reps to guide people through interactive content on mobile devices. In this way, clinicians get an engaging experience and also, through their interactions, enable you to better understand their specific needs.

Physical one-to-one meetings can be supplemented with virtual engagement, which enables a similar kind of experience but run online. Using these technologies together makes it possible for reps to alternate between face-to-face meetings and purely digital communication to follow-up or speedily respond to requests.

Virtual engagement also enables reps to bring internal experts into the conversation in an easy way. High-value experiences can therefore be provided in which product or medical specialists speak directly with clinicians anywhere in the world – a service that is often much appreciated as it allows for in-depth scientific discussion at a peer-to-peer level.

Multichannel support

Additional channels then complete the experience. An online portal, or personalized websites, can deliver information that customers ‘pull’ information from – and still provide an engaging experience through formats like video, e-games, webinar recordings, self-assessment quizzes, interactive graphics, virtual conferences, and even consumer-style media formats like podcasts.

These channels are also important in markets that restrict customer team access. When personal contact becomes harder, on-demand channels can help bridge the gap.

What matters for a key account strategy is that you design your communications to provide the most value to the clinician. With a multitude of channels available, you can now create ‘customer journeys’.

These are simply arrangements of channels that meet your communication objectives and provide a rich experience for priority clinicians.

In the customer journey example below, there are two physical face-to-face engagements with reps, one virtual interaction with an internal company expert, conference participation and the use of personalized digital channels for a high-value experience.

High potential medtech customer journey

High-potential customer journey example
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Multichannel support

Additional channels then complete the experience. An online portal, or personalized websites, can deliver information that customers ‘pull’ information from – and still provide an engaging experience through formats like video, e-games, webinar recordings, self-assessment quizzes, interactive graphics, virtual conferences, and even consumer-style media formats like podcasts.

These channels are also important in markets that restrict customer team access. When personal contact becomes harder, on-demand channels can help bridge the gap.

What matters for a key account strategy is that you design your communications to provide the most value to the clinician. With a multitude of channels available, you can now create ‘customer journeys’.

These are simply arrangements of channels that meet your communication objectives and provide a rich experience for priority clinicians.

In the customer journey example below, there are two physical face-to-face engagements with reps, one virtual interaction with an internal company expert, conference participation and the use of personalized digital channels for a high-value experience.

High potential medtech customer journey

High-potential customer journey example


 

The approach for lower-priority targets

You can work in a similar way with low-potential accounts, though using different kinds of channels in the customer journey.

Again, virtual engagement can be invaluable though, as in the example below, it would likely be used to enable contact with regular member of your customer team rather than an internal medical or product expert.

Getting the channel mix right

The right digital systems enable a key account strategy by delivering specific kinds of customer experience that match your market segmentation. For high-potential accounts, this will likely be more dialogue-based, emphasizing direct contact and personalized digital channels.

 

For lower-potential accounts, more self-guided and on-demand channels can maintain your marketing reach – and may even expand it as the widespread use of technology reduces the cost per contact.

Lower potential medtech customer journey example

Lower-potential customer journey example


 

The approach for lower-priority targets

You can work in a similar way with low-potential accounts, though using different kinds of channels in the customer journey.

Again, virtual engagement can be invaluable though, as in the example below, it would likely be used to enable contact with regular member of your customer team rather than an internal medical or product expert.

Getting the channel mix right

The right digital systems enable a key account strategy by delivering specific kinds of customer experience that match your market segmentation. For high-potential accounts, this will likely be more dialogue-based, emphasizing direct contact and personalized digital channels.

 

For lower-potential accounts, more self-guided and on-demand channels can maintain your marketing reach – and may even expand it as the widespread use of technology reduces the cost per contact.

Lower potential medtech customer journey example

Lower-potential customer journey example
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Discover more opportunities

Explore how you can use digital technology to implement the new commercial model in your company. Click on the topics below to learn more:

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