Reshaping Commercial Models to Serve ACOs, IDNs & Emerging Provider Networks

As this occurs, pharmaceutical and medical device companies are trying to access, influence and support this rising customer segment, which accounts for a fast-rising share of total pharma business.

Best Practices, LLC undertook this benchmarking field research to assist pharmaceutical and medical device companies in developing an effective strategy for serving Accountable Care Organizations and Integrated Delivery Networks in the rapidly changing U.S. healthcare marketplace.

The completed study assesses the relative impact and priority of key practices as well as the failure points that influence overall ACO/IDN service performance. Leading insights in the study will enable sales and managed markets leaders to segment and target customer groups, staff and employ different engagement instruments over product lifecycles.

Study Snapshot

Best Practices, LLC engaged 36 leaders at 31 pharmaceutical and medical device companies through a benchmarking survey. Analysts also conducted in-depth executive interviews to develop qualitative findings and insights. 

Key Findings

1. The volume of business flowing through ACOs/IDNs is increasing sharply:

• Sales through ACOs/IDNs are expected to increase by 50% for large companies and 136%
  for small and medium sized (S/M) companies by 2016.
• Nearly half the large companies and one-quarter of S/M expect ACOs/IDNs to account for
  61%-100% of their business by 2016.

• Timely communicating to internal stakeholders the significance of ACO/IDN rise is critical for biopharma success.
• Depending on the importance of information, all communication channels employed for product launch can be used to communicate changes on ACOs/IDNs.

• Three-quarters of the larger companies are providing special training to Key Account Managers (KAMs) to prepare them to serve the ACO/IDN segment.

• Vision & Tactics Needed to Meet Challenges of Engaging ACOs/IDNs
• Drivers of Market Change
• Estimated Amount of Total Business Flowing through ACOs & IDNs by 2016
• Percentage of Total Sales Coming from ACOs/IDNs by benchmark segment
• Type of Delivery Networks Served by benchmarked companies
• Current and Future trends observed in the number of FTEs dedicated to ACOs/IDNs
• Dedicated ACO/IDN Service Staff Resources
• Knowledge Sharing Channels in Use across Internal Functions serving ACOs/IDNs
• Coordination Tools Employed to coordinate ACO/IDN resources across functions
• Field-based Resources deployed to support ACOs/IDNs
• Number of full time equivalent employees (FTEs) employed in ACO/IDN specialist roles
• Average Distribution of ACO/IDN specialists
• Effectiveness of the various criteria in determining the number of sales/education specialists dedicated to an ACO/IDN network
• Impacts of New Business Model on Pharma: Pros & Cons of Change
• Old Sales Model vs. New Sales Model
• Client Types served by ACO/IDN Sales Specialists
• Staff Educational Background
• Preparation and training provided to KAMs supporting ACO/IDN clients
• Clinical Sales Specialists Fit
• Top areas where ACO/IDN Specialists have had the greatest positive impact
• Value Analysis Process
• Importance of the types of data and materials used by ACO/IDN specialists in the field
• Most effective/ valued services provided to ACO/IDN partners
• Highly effective Services at different Product Lifecycle Phases
• Action Plan for Mapping ACO Landscape
• Effectiveness of Approaches for Understanding Care Delivery Models
• ACO/IDN Segmentation and Customer Classification
• Portfolio Diversity Impact on Access to ACOs & IDNs
• Effectiveness of Approaches for Identifying Decision Makers
• Frequency of Access to ACO/IDN Stakeholders
• Best ways to partner with ACOs/IDNs to influence payers
• Types of Outcomes Research Most Valued by ACOs/IDNs
• Future ACO/IDN Concerns
• Steps for Adjusting to Transparent Pricing
• Lessons Learned in Using ACO/IDN Specialists