Quantum Blog

competitive selling in oncology
28 Feb

Postcards from the Competitive Frontier: The Future of Competitive Selling in Oncology

“In change there is danger, but also opportunity.”

~Sun Tzu

As we all know, the oncology market continues to evolve quickly and in some cases dramatically.

New treatment paradigms are one of many forces pushing the competitive frontier in oncology. Immunotherapy and targeted therapies have fundamentally changed the way cancer is managed and are increasingly replacing traditional chemo – even in the first line setting. The payer landscape is changing as well. Value-based care is increasingly driving treatment choices. The provider landscape is also changing becoming harder to navigate as private oncology practices merge with large hospitals and health systems.

And as if that weren’t enough, more and more brands are fighting for the same indications and patients elevating the competitive noise level to the point where it’s getting harder than ever to stand out.

With all this change, how can you be sure that your sales force is ready to compete, win and grow your brand?

The future of competitive selling in oncology is about learning to compete and win in this dynamic and fast-changing marketplace. It’s about leading with initiative versus reacting to the initiative of others. It’s about strategic agility. It’s about learning and adapting fast inside well defined compliance guardrails. It’s also about creating a clear line of sight between brand strategy and face-to-face execution.

The new competitive frontier is about capitalizing on small differences in efficacy and safety and winning control of the total treatment experience – for the physician, the patient, and the practice as a system of care.

The new competitive frontier is about winning control of the total treatment experience for the physician, the patient, and the practice as a system of care.

The ability to achieve system change is what it’s all about

What does achieving system change really mean? It means proactively getting all the stakeholders in an account to shift their thinking, behavior, and treatment protocols to favor your brand. Because, getting the physician to write your brand is not enough.

You have to make sure the staff are doing a much better job of educating and starting patients on your treatment. You have to make sure that the staff are proactively managing adverse events and side effects. You have to make sure that access to your product is smooth and easy.

In summary: The end-to-end treatment experience for your brand must be meaningfully and measurably better than the competition – especially when you don’t have head-to-head data. And remember, sometimes the competition is not another brand, it’s the mindset and default behaviors of the physician, the staff, and ultimately the patient. Changing those mindsets, behaviors, and protocols is what the new competitive frontier is all about.

Empowering your sales force to achieve competitive differentiation that drives system change is going to be what separates good from great from world-class.

But how can your sales force learn to achieve system change at the level of the physician, the staff, and the patient?

How can they challenge existing treatment paradigms without messing up hard earned relationships with healthcare providers? Yes, it’s important to challenge the status quo. But we must do so with deep social intelligence. We must achieve system change in a way that elevates our clinical credibility and deepens our relationships.

It starts with research

Quantum’s research-based approach to strategic customer engagement begins with a detailed investigation into where the treatment landscape is heading.

Next we perform blinded field rides with top- and middle-performing reps to identify the specific strategic differentiators and behavioral drivers of sales growth in your business, market, and competitive environment.

Establishing a clear-line-of-sight between brand strategy and achieving system change

Quantum works seamlessly with your brand team and sales leadership to create a clear-line-of-sight between brand strategy and face-to-face execution to achieve the business and clinical outcomes you want, all with the goal of changing the mindset, behavior, and treatment protocols of the physician and the staff across the practice as a whole.

This means identifying every strategic touch point along the continuum of care that will move the needle for your brand, including establishing the:

  • Urgency to treat
  • Belief in efficacy
  • Meaningful differentiation
  • Patient type clarity
  • Access to treatment
  • High quality start process for new patients
  • Proactive stay process for effectively managing side effects and adverse events before they snowball into bigger problems
  • Everything and anything that simplifies the total treatment experience and delivers the best possible outcomes for your brand

Expect growth

By giving your sales force practical tools for turning your brand’s strategic imperatives into competitive reality, your brand grows.

Quantum’s approach to competitive selling has been consistently proven to work in well controlled studies, demonstrating both improvements in HCP-assessed rep quality metrics and growth in volume and market share – independently verified by neutral 3rd parties like IQVIA, STEM Healthcare, and ZS Associates.

See how it works

To see if the Future of Competitive Selling in Oncology is right for your world, contact Quantum to see how it works.