The challenge
This global Pharma company had a long-standing relationship with this NHS Trust and the treatment of its Cardiovascular (CVD) patients. But despite historical success with the Trust, recent growth in the account had plateaued, even though CVD admissions were extraordinarily high.
Informed by these insights, the organisation recognised an opportunity for positive change. In driving this change it would ultimately reduce hospital admissions, improve health outcomes of CVD patients, and reduce CVD-related deaths.
The potential impact of this change was clear. To quickly make it a reality, they turned to Rubica.
The solution
Labelled a priority account (Spearhead Account), a Spearhead Account Team (a high-calibre, cross-functional project team (comprised of both medical and commercial professionals)) was mobilised. Rubica then mentored the team through a Strategic Account Working methodology, to progress an account opportunity at pace. This included:
- A clear, defined opportunity that the cross-functional team contracted on and committed to.
- Rubica-facilitated cross-organisational workshops that defined the outcomes, measurable impacts, CSFs organisational requirements, milestones and outline project plan to realise the opportunity.
- Senior HCS stakeholder agreement and commitment to driving CVD related change i.e. reducing admissions, improving patient health outcomes, reducing CVD related deaths.
- A measurable proof of concept for future projects to be rolled out.
The results
Within a year of the project’s implementation prescribing guidelines were changed, patient pathways were revised, and new, secondary prevention clinics were established so that CVD patients could support their own treatment. All this culminated in:
Patient & Trust outcomes:
- Improved patient identification for secondary care – 200 additional patients reviewed for this care pathway (patients who wouldn’t have been reviewed via the previous pathway).
- Patient risk factors optimised – ensuring patients are on the right drug earlier and therefore lowering admissions for acute CVD conditions.
Commercial outcomes:
- 27% increase in market share for the organisation’s CVD medicines
- 96% growth in sales within the Trust
- Critical NHS stakeholders engaged as change champions to drive future health system level outcomes
