John Mack, better known as @Pharmaguy from Pharma Marketing news asked me to have an interview with me about this new commercial model for pharma, working customer centric.
Here’s the interview. Having no transcript, I added my pre-interview notes.

Following up the presentation of our project with a pharma company in the Netherlands on How Pharma can enhance its impact and reduce costs of marketing, we present our chalkboard sketch to construe a new commercial model for a pharmaceutical market approach: an approach that would guide the decision makers in the company to construe the right set of activities to focus on accounts with the best chances of success, engage with its decision makers on drug prescription effectively and provide added value to their medicines so as to help care providers to help their patients better.

The pharmaceutical industry is adopting all kinds of programs to innovate their promotion, like closed loop marketing, key account management, customer excellence etc. Here we focus on edetailing as a core aspect for triggering the road map to create more effect and collaboration with customers.

In the Dutch pharmaceutical market several developments have influenced prescription policies of GPs. The liberalization of the health care market in the Netherlands has led the health care insurance companies to challenge GPs on their policies on treatment of chronic conditions.
These health care groups¹ went also on to develop prescription policies, endorsed to do so by extra reimbursement schemes from the part of the insurance companies.
In an early stage, we have acknowledged the potential impact of these health care groups on actual prescription routines. With the pharmaceutical company that we worked with, we configured an account team that would focus specifically on these groups.