Driving growth in a saturated market through customer-centric sales transformation

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Headlines

• 20% sales uplift for the newly launched psychiatric drug across EMEA.
• 16% increase in sales of other products sold by the same sales force.
• 80% increase in time spent with healthcare professionals (HCPs).
• 11 previously inaccessible clients converted per medical rep.

Background

Despite being a revolutionary new treatment with superior efficacy and fewer side effects, the launch of a psychiatric drug into a crowded and genericised market fell flat. HCPs perceived the drug as a “me-too” product or an inferior successor to a previous bestseller.

Market research exposed the issue:
“Great message; but no one is listening.”

Sales representatives struggled to connect with HCPs, who dismissed their efforts as overly focused on data delivery. The product’s benefits weren’t reaching the audience, and the sales team’s approach needed a fundamental transformation.

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Creating a Human Connection

Open Water designed and delivered The Connected Partner Program, a custom customer-centric development initiative designed to transform the sales force from data-focused representatives to trusted advisors.

1. Mindset and Identity Shift:
   • Transitioned sales reps from “data pushers” to solution-oriented consultants.
   • Encouraged a “being interested” mindset, prioritising the HCP’s real needs.
2. Enhanced Emotional Intelligence and Communication Skills:
   • Provided tools to build empathy, connection, and trust.
   • Introduced advanced questioning techniques to uncover deeper customer needs.
3. Purpose Alignment:
   • Aligned the values and purpose of sales reps with those of the HCP.
   • Created a belief-driven shift that enhanced authenticity and mutual understanding.
4. Transformational Behavioural Training:
   • Empowered reps to create longer, more impactful engagements.
   • Focused on relationship-building over information delivery.

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Impact

The Connected Partner delivered exceptional results, achieving a lasting cultural shift within the sales team.

• The new drug achieved a 20% sales uplift across EMEA, overcoming initial market resistance.
• Sales of an older, flatlining product increased by 16%, demonstrating the power of the approach beyond the flagship product.
• Reps spent 80% more time with HCPs, indicating stronger, trust-based relationships.
• 11 previously inaccessible clients were converted on average for each pharmaceutical rep, unlocking new opportunities.

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Why It Worked

The success of The Connected Partner lies in its dual focus of transforming both mindset and skills. By addressing emotional intelligence, aligning beliefs and values, and fostering empathy, the program elevated pharmaceutical sales reps into trusted partners for HCPs. The result was a comprehensive cultural transformation that delivered measurable, sustainable results.