Healthcare marketing is becoming more complex with the new decision makers (5P – Patients, Physicians, Professional Healthcare Administrators, Payers and Policy Makers)
Challenge
Healthcare marketing is becoming more complex with the new decision makers (5P – Patients, Physicians, Professional Healthcare Administrators, Payers and Policy Makers).
Many new competencies are required to manage them on all levels and geographies.
Objectives:
- Establish common marketing competencies for commercial excellence
- Reinforce the mindset, competencies and tools for P5
Implementation
Co-Discover, Co-Design, and Co-Deliver
- Co-Discover: Interviewing key subject matter experts
- Co-Design: Design of a competencies based on P5 model
- Co-Deliver: Providing communication support for a pilot across regions and franchises
Achievements
Covered all targeted capability gaps and built competencies
Covered all targeted capability gaps and built competencies to deal with future capability gaps thanks to:
- Joint definition of competencies with all stakeholders to create the P5 competency model
- Development of P5 competency assessment approach, tool and reports
- Creation of a tool kit on how to use and interpret results for development
- Pilot the P5 marketing competency approach and assessment tool
- Creation of development program tool kit and build training content post-pilot results