Lilly, along with all healthcare players are faced with a rapidly changing industry landscape as political pressures force regulatory change. The introduction of Primary Care Organisations (PCOs) and national bodies to determine drug cost-effectiveness means that traditional selling and marketing techniques no longer apply.

We worked with Lilly to project the likely scenarios of decision making and influencers relating to healthcare provision and drug choice. This led into an analysis of the most likely routes to market and planning for the new sales and marketing processes and organisations Lilly would need. The results are significant and have led to a dramatic shift in strategy and significant refocusing of the salesforce onto key account management and influencing influencers.