The problem
Customer information is scattered across systems, while reports focus on brand performance. Your teams struggle to see what an HCP needs or how engagement is changing.
How we help
Build HCP engagement on customer-first foundations
A successful rebuild requires an integrated approach across five interconnected foundations that sit at the core of HCP engagement.
From the challenge to the change
Find the foundation your team needs to rebuild
Explore the problems your team might recognise, what we change and what that makes possible.
Data and analytics
01 / 05The symptoms
- Teams cannot readily answer what an HCP needs
- Customer records differ between systems
- Reports focus on activity, with little insight into outcomes
- Teams lack a shared view of the HCP
What we change
We design the data strategy, governance and integration needed for a shared customer view, with analytics that help teams plan and assess engagement.
The result
A shared view of your customers
Segmentation
02 / 05The problem
Prescribing potential helps you prioritise HCPs, but it says little about their needs, behaviour or readiness to engage.
The symptoms
- High-potential HCPs do not respond
- HCPs with different needs receive the same message
- Segments have little influence on journey or content decisions
- Segments remain fixed as HCP behaviour changes
What we change
We combine needs, behaviour and prescribing potential to help your teams choose journeys, content and where to focus their time. We also define how to review and update the segments.
The result
Segments based on needs, potential and behaviour
Engagement journeys
03 / 05The problem
Engagement follows the brand calendar, with limited scope to respond to an HCP's needs or previous interactions.
The symptoms
- Campaign calendars leave little room to adapt
- Channels are planned separately
- HCP responses do not inform the next interaction
- Medical and commercial teams plan without sufficient coordination
What we change
We design journeys around HCP needs and define how teams plan and deliver them. Medical and commercial responsibilities remain distinct, with appropriate coordination and governance.
The result
Journeys that respond to HCP needs
Measurement frameworks
04 / 05The problem
Your reports show how much activity took place, but give little guidance on whether engagement changed HCP understanding or behaviour.
The symptoms
- Email opens are treated as evidence of impact
- Engagement measures have no clear link to the intended outcome
- Teams use different definitions of success
What we change
We define KPIs that connect engagement with changes in HCP understanding and behaviour, and with relevant business outcomes. The framework helps teams assess progress and adjust their plans.
The result
KPIs that connect engagement with outcomes
Operating models
05 / 05The problem
Annual planning, unclear responsibilities and slow decisions make it difficult to respond when customer needs change.
The symptoms
- Campaign changes take months to approve and deliver
- Teams duplicate work across functions
- Decision rights and approval routes are unclear
- No one has clear responsibility for the customer journey
What we change
We define responsibilities, planning processes and governance so teams can make decisions and adapt engagement as they learn.
The result
Clear responsibilities and planning that can adapt
The whole picture
Connected foundations
Wider possibilities
These five foundations are interconnected and affect one another. Data feeds into segmentation. Segmentation informs the journeys. Data supports measurement. Measurement feeds back into the operating model, and so on. We assess those connections even when the project focuses on one area.
But we also work on broader HCP Engagement, Commercial Excellence, Launch, Go-To-Market or Capability Programmes. Talk to us to explore how we can help.
Who we work with
Different roles
A shared customer challenge
01
Commercial excellence leaders
Segmentation, targeting, sales force effectiveness and CRM adoption
You might recognise
Your team has the tools and dashboards, but they have changed little about how customers are selected and engaged.
02
Medical affairs leaders
Scientific engagement, MSL effectiveness and evidence dissemination
You might recognise
Medical and commercial teams work with separate plans and incomplete customer information.
03
Digital and omnichannel leaders
Channel planning, content, technology adoption and omnichannel delivery
You might recognise
You need to show what digital investment contributes, while reporting still centres on opens, clicks and activity.
04
Brand leaders
Brand planning, launch, message understanding and commercial performance
You might recognise
Your brand plan calls for customer-first engagement, but campaigns still start with the messages and materials available.
05
Data, analytics and IT leaders
Data architecture, integration, governance, vendors and AI policy
You might recognise
Business teams need better customer information, but systems do not connect and reporting requirements keep expanding.
How we start
Start with the free Foundations Macro Audit
A short assessment of your five foundations, with scores, recommendations and a discussion of what to tackle first. It starts with interviews across your team.
- 01
Agree the scope
A 30-minute call to discuss your priorities and agree who takes part.
- 02
Interview your team
Three to five one-hour conversations across commercial, medical, digital and data functions.
- 03
Assess the foundations
We score each foundation, compare it with the practices we see in the market and identify what to improve.
- 04
Review the findings
Two weeks after the last interview, we share the report and spend an hour discussing the findings with you.
Fractal Force / Assessment01 / 05
Foundations Macro Audit
From assessment to action
Map the five foundations
Understand the gaps
Set the priorities
Data and analytics2/5
Segmentation3/5
Engagement journeys2/5
Measurement frameworks1/5
Operating models3/5
Scores → priorities → a practical next step
Illustrative scores only. The report also explains the comparison and recommends immediate improvements and longer-term work.
A conversation is a good place to start
Talk through your customer engagement challenge
Book 30 minutes with us to discuss what to change and where to start.