Account Centric Insights

What is Account Centric Insights?

The Account-Centric Insights programme places the customer at the heart of account team thinking. It is designed to equip KAMs and MSLs with the skills, tools, and confidence to hunt for clues that uncover patient centric insights and what HCPs are concerned about in relation to patient care and why they work in the current way.

The result of a value proposition based on account insights? Greater relevance, deeper account engagement, along with stronger commercial and patient outcomes in the accounts.

What Account Centric Insights delivers

Confidence to prioritise accounts with a clear view of genuine growth and impact potential.
Boost credibility and engagement by equipping teams with deep, contextual awareness of each account’s environment.
Exposes barriers in the patient pathway and uncovers what’s preventing optimal use of your therapies.
Develop sharp insights even when account access is a barrier.
Map stakeholder relationships, influence and needs —making it easier to engage HCPs on what matters most to them.
Develop dynamic, high-impact account plans that adapt and evolve with changing priorities.
Deepen customer understanding to move beyond transactions and create lasting partnerships that unlock growth and mutual value.

Real results

42% improvement in plans being updated to reflect local account realities – boosting trust and customer impact:

Patient care: 600% surge in completed procedures at an Indian hospital.
Access: Swedish team grew KOL meetings from 1 to 7, extending meetings from 15 mins to 1 hour in under 6 months.
Sales: Key insights into how patients were restricted in their ability to access medicine fuelled 50-200% volume and revenue growth.

88% boost in confidence to identify quick wins and long-term opportunities.

70% increase in confidence to unite customer groups around shared goals.

How the programme works

1. Baseline Assessment	Establish baseline of current insight generation capabilities and commercial performance
2. Account-Centric Insights Workshop	2-day session focused on the 4-pillars of insight excellence to generate and embed high-impact insights for key accounts.
3. Real-World Application	Application of learnings in an important account- using a structured canvas to capture data and surface insights.
4. Refinement & Expert Review	Our expert team provides two rounds of feedback on the account canvas, highlighting strengths and where to make further improvements.
5. Impact Analysis & Growth Report	A comprehensive report detailing overall progress, key improvements, and recommendations for continued development.