Real-Life Training Strategies to Improve Market Access
Organized providers are dramatically rethinking how they deliver care to at-risk populations—and the industry can help. “Providers are focused on determining if stronger financial incentives and better consumer engagement can bend the cost curve,” says Jason Gaines, former vice president of corporate development and innovation at Allina Health. “Large integrated delivery networks realize that we have to get better so we can achieve shared savings, which are becoming significant.” Life science companies can be valuable partners in helping their customers manage populations with high-cost chronic conditions, such as heart failure and diabetes.
Training is essential to help customer-facing teams build better relationships. “It is important for those of us in the industry to provide the platform for training so we can give our customer-facing teams the knowledge they need to meet with a C-Suite executive, a provider, and everyone in between,” says Randolph Legg, area vice president, Boehringer Ingelheim Pharmaceuticals. “It all starts with providing training and a suite of resources.”
Account teams should prepare to engage in new contracting strategies, including those that involve risk. ”In the device industry, the shift to value-based payment is impacting a tremendous amount of upstream strategy from providers,” says Rob Dieter, vice president of sales, US Healthcare Solutions, Boston Scientific. “But we’re anticipating more of the downstream impact, in terms of contracting, for this to be materialized…The shift to new value-based payment models will accelerate the need for providers to extract greater value from industry partners.”
To prepare customer-facing teams to position their products for value, training must address a wide range of changing market influences. “Staying on top of market changes can be very burdensome for our clients, but we can stay on top of those changes for them,” says Britney Conrad, executive director, learning solutions, CMR Institute. “We can work with each client to understand their goals and create custom training plans based on roles and their specific competencies which prepare them for better conversations with their customers.”
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