The paradigm-change Bayer Healthcare is going to introduce in 2016 will once be praised
as the “harbinger of a pharma sales-force revolution”. Bayer executives evidently are some of the few who have understood that healthcare is more than covering a distribution channel. Supporting
people’s care by providing drugs will no longer be a one-way-street at Bayer Healthcare. The future will deliver proof that a distribution-channel perspective is jumping far too short. Bayer
evidently understood that healthcare is a lot more than simply selling simple drugs. Let us cross fingers that the market will reward this bold attempt, when Bayer starts to sync efforts across
distribution-channels for the sake of better patient-outcome.
From next year on Bayer will have a physician- and pharmacist-field-force in the same hand, closely tied and operating together, delivering synergistic efforts beneficial for pharmacists and physicians. This will be one of the first attempts of such kind, empowering pharmacists and physicians to jointly (imagine!) improve outcome for patients.
At first glance you might probably think that the Rx-business finally
has detected the value of adding pharmacists into their focus in an attempt to improve patient outcome and care? Is there finally a Rx-business attempting patient-centricity? Wrong!
It is the OTC-business entering a new era: their standard field-force regularly keeping contact with pharmacists, will be complemented with a same size field-force detailing OTC-products to physicians around the pharmacies. Seeing these two species of HCPs carries enormous wealth. Imagine, there is someone who a pharmacist could ask to “Please tell the doc ….!” and on the other hand there is a physician who takes the hand offered by Bayer to convey his problem or indicate a better solution to the pharmacist via a Bayer representative?
How much value can this offer to each patient using the pharmacy as
what is it: a low threshold entry-door into the healthcare system. Pharmacists usually see their clients more often than a family doctor does, having more time to explain, demonstrate or educate
patients. If the physician’s role is to identify a clear and robust diagnosis of a disease, then it is the pharmacist’s complementary task, to help patients execute, complement and adhere to therapy.
Hopefully more and even Rx-Business executives, will adopt the magic triangle making patient-centricity happen.
Let me know your thoughts!
“We are convinced that this training will help to solve a serious problem in our field force. But our reps do not attend because they will miss their KPI called “number of calls”.
In the Harvard Business Review blog you can find an article titled “Do Your Company’s Incentives Reward Bad Behavior?” It reflects about a car manufacturer’s conflicting KPIs about cost and safety, having contributed to fatal car accidents.
As per January 2016 incentives for health-care providers meant to influence their professional decisions can be legally prosecuted as corruption in Europe’s largest drug market. KPIs like “Sales growth” could become obsolete.
KPIs drive efforts of people into the measured direction. Consistency with strategic objectives and an inner coherence of each metric along the KPI-ladder will impact your organization. The often quoted sentence “What you measure gets done.” proves to be up-to-date, significant, and meaningful. If your company’s vision includes patient-centricity, you need to measure patient-centricity. If your company’s objective is shareholder-value, you will measure something very different. The execution of your plans is determined by what you measure. The choice is yours: getting it done or failing. KPIs make the difference.
As long as metrics show an inner logic and coherence, people will understand and believe in them. In our KPI-projects getting buy-in from people, usually is not a problem then. But when you talk about team-playing and measure individuals, there is a problem. Once metrics are established professionally, you may experience a powerful change of mind-set.
Developing KPIs is a vitally important project, making sure that all people pull the same rope at the
same end into the same direction. The famous sentence “… and what you measure gets done.” reveals its truth and relevance whenever KPIs are designed, developed, and applied.