Adacap's KAMs had significant strategic knowledge of where to make the most impact on the patient journey, but lacked a structured framework to convert this knowledge into tangible, day-to-day actions at the hospital level. The company needed a data-driven commercial enablement platform to optimize field force effectiveness and support its go-to-market strategy.
The Aim
Empower the commercial team with actionable intelligence, provide KAMs with prescriptive field guidance, and transform account management from reactive to proactive. The aim was to align daily field activities with Adacap’s broader launch strategy while building a commercial enablement framework that could support rapid scaling and demonstrate measurable impact on patient outcomes.
Challenges
Adacap knew its commercial team had strategic knowledge of where to make the most impact, but this wasn’t translating into consistent, effective execution at hospital level. During day-to-day delivery the team ran into structural gaps that limited commercial effectiveness:
- Inconsistent account penetration: Despite knowing where to make the most impact on the patient journey, KAMs lacked a structured framework to apply this knowledge at the hospital level, leading to inconsistent engagement and sub-optimal account penetration across key markets, with direct impact on patient outcomes.
- Misalignment of field activities: There was no clear guidance for KAMs on which stakeholders to engage or what information to prioritise, meaning field activities were not always aligned with Adacap’s broader launch strategy.
- Lack of next-best action: Time spent on non-strategic activities meant KAMs were not focusing on “next-best conversations/actions,” hindering overall sales effectiveness and limiting the ability to accelerate the patient funnel or expand drug take-up.
- No scalable learning model: Without a mechanism to capture and replicate best practices from top-performing KAMs, it was difficult to establish an optimal approach to account management that could be scaled across the entire organisation.
These combined challenges limited commercial impact and slowed market access, signalling the need for an integrated commercial enablement platform and data-driven way of working.
Strategic Solutions
Analytics8 partnered with Adacap to develop a data-driven solution designed to empower the commercial team with actionable intelligence, transforming their approach to account management.
- Data integration and account intelligence. We created a unified data platform by integrating CRM data with detailed hospital-level information collected by the KAMs, providing a single source of truth for all account-related insights.
- Prescriptive field guidance. We developed a powerful framework that mapped out key participants and stakeholders relevant to the patient journey within each hospital, providing KAMs with a clear visual guide on who to engage and when.
- Actionable next steps. We built a platform that provided KAMs with specific, “next-best” actions tailored to each account, ensuring that every KAM activity was strategically aligned to advance the patient’s journey and secure positive business outcomes.
- Scalable learning model. We enabled the leadership team to gain a holistic view of performance across all hospitals, allowing them to identify and learn from the most effective KAMs and establish an optimal approach to account management that could be replicated and scaled across the entire organisation.
Technologies: CRM integration, commercial intelligence platform.
Results
The strategic partnership with Analytics8 directly addressed Adacap’s commercial challenges, leading to enhanced field force effectiveness and accelerated market access, including:
- Driving impact: By providing a prescriptive tool, KAMs were able to focus their time and energy on the most impactful activities, improving their efficiency and increasing the likelihood of positive outcomes for both patients and the business.
- Enhanced strategic alignment: The tool ensured that daily field activities were directly tied to Adacap’s business development strategy, crucial for a successful go-to-market and launch strategy.
- Valued as a data-driven asset: The implementation of a sophisticated, data-driven commercial framework positioned Adacap as a forward-thinking, strategically aligned organisation, an asset during its acquisition by Novartis demonstrating a robust and scalable commercial model.
From reactive to proactive commercial model: The solution enabled Adacap to transition from a decentralised, reactive commercial model to a data-driven one, with structured processes replacing inconsistent execution and establishing optimal account management practices that could be scaled enterprise-wide.