Case study 12

Company L had product portfolio in women’s health where patients were becoming more vocal about their treatment. The Company decided to invest in patient facing marketing, working closely with local medical associations. In addition, the Company invested in digital channels where patients were active. In implementing its innovative commercial strategy, the Company faced a lot of resistance from its own managers who had grown up in a traditional sales culture. The European management team worked closely with external consultants to ensure that the workforce embraced the new business model.