When the U.S. Oncology team of a global pharmaceutical company were ready to execute on the vision of industry-leading engagement, they looked to CMK to help them translate it with structured change management. Healthcare providers were receiving massive amounts of information and needing to see more patients in less time. Coupled with lingering protocols from the COVID pandemic, Field teams needed to adopt a new way of working that offered a more personalized customer engagement experience. The client turned to CMK to map out and launch the massive change effort that would connect the integration of the latest analytics and technology with meaningful communications and training, in coordination with the data and digital tools to fully realize the strategy.
CMK assigned a seasoned change manager to support program leaders with strategic guidance and support to guide key stakeholders through the change continuum. Several change management measures were mapped to the business goals that included: stakeholder analyses, impact and risk assessments, communications and training deliverables, and field engagement. CMK worked with the client’s key stakeholders to work through iterative plans that were configured for each activated brand’s needs. Change management enabled the program team to communicate effectively with the field and address risks and concerns with the digital workstreams. The Field adopted the new platforms and systems by partnering with the program team to troubleshoot issues, provide feedback and endorse changes.
By implementing effective change management tactics, the program team successfully launched next generation engagement on schedule and with full commitment from the Field Sales teams. U.S. Oncology field reps who were activated with the new tools experienced over 30% more prescription activity and an increase in customer engagement. The launch was so well-received that the client is expanding the program to additional brands and incorporating the change management and communications processes as a best practice.