Commercial Enablement

When bringing a life sciences product to market, the entire healthcare and regulatory ecosystem – including healthcare providers, patients, caregivers, health plans, regulators, advocates and more – needs to be taken into consideration to better alleviate the fear, uncertainty and doubt caused by the myriad of market dynamics facing the industry.

At Baker Tilly, our team of commercial enablement professionals understand the criticality for life science companies to plan for – and adopt – comprehensive go-to-market strategies. These tools enable organizations to effectively navigate through the pre-commercial assessment, field execution optimization and demand creation stages of a product’s launch program.

Due to the amount of complex regulations that are applicable to the life sciences industry, it is imperative to incorporate adequate regulatory planning during the pre-commercial phase of a product. It is also important to have a keen understanding for the existing disease or patient landscape in order to create a process that can be successfully executed and that can establish long-term commercial success.

Baker Tilly’s commercial enablement team can provide help to your company during the pre-commercial assessment phase of a new or existing product, including:

  • Commercial market dynamics: advising on disciplined market assessment, competitor intelligence, communications, and regulatory, fiscal and economic dynamics
  • Commercial regulatory compliance: assessing risks and developing mitigation plans to foster a culture of compliance
  • Market access (payer coverage and reimbursement dynamics): arranging commercial and government payer coverage, including the reimbursement landscape as well as government pricing and regulatory reporting dynamics
  • Scientific affairs: outlining the medical education, publication and conference landscape as well as unmet patient or provider needs
  • Medical affairs: mapping active and pipeline clinical trials with therapeutic landscape and patient profiles

Once the pre-commercial assessment phase has been completed and the program’s foundation has been laid out, planning the design of the execution program and establishing the proper assets to ensure successful deployment is required. Baker Tilly’s commercial enablement team can help your life science company establish and optimize its field execution strategy, including:

  • Geographic optimization and operations structure planning: validating practical and efficient operations via geographic alignment, customer targets and sales execution requirements
  • Field force planning: aligning the customer buying process with high-value healthcare providers (HCPs), and utilizing a proprietary value assessment platform that profiles HCP revenue generating potential based on a profit margin analysis inclusive of investment and potential revenue based on marketplace dynamic barriers
  • Competency and development: clarifying role expectations and tailoring development priorities to establish proficiencies
  • Expectations, incentives and motivation: aligning incentives and rewards to expectations
  • Performance management: establishing performance key performance indicators (KPIs), management performance measuring tools and reporting platforms through expectation of achievement
  • Commercial compliance: utilizing firm expertise to both advise, and where appropriate, design and deploy compliance management and reporting services, including communications from the Food and Drug Administration (FDA), KOL tiering and fair market value (FMV) assessments, product sample compliance and adverse event reporting

To drive market demand and also ensure disciplined adherence to all regulatory compliance requirements with the myriad of customers – providers, health systems, patients, caregivers and health plans – each must be adequately accounted for and addressed according to their needs. Baker Tilly’s life sciences team provides experience for demand creation considerations, including:

  • Product promotion: utilizing the organization’s primary healthcare provider (HCP) interaction, the sales representative to provide approved product information and the practice’s support materials (e.g., samples, patient information, reimbursement knowledge, etc.) to support the HCP’s validation for product utilization
  • Professional education: utilizing medical science liaisons (MSLs) and external key opinion leaders (KOLs) to provide clinical-based education to HCPs, including one-on-one education sessions, group-based education symposiums and pertinent publications
  • Payer outreach and contracting: producing the product’s clinical and economic valuation for educating the economic decision-makers for access to the clinical and economic effects of the product in order to drive health plans to accept coverage of the product
  • Patient advocacy: making use of patient advocacy groups and registries to incorporate into the therapeutic strategy covered by the product, as well as considering consumer promotion initiatives
  • Patient support: crafting and sponsoring patient engagement and treatment support programs that enhance the value of the organization and brand to improve patient care management
Life Sciences Whitepaper 2024

What lies ahead: Life sciences industry outlook for 2024 and beyond

Download our informative whitepaper to help your life sciences company learn more about key developments that should be considered for 2024 and beyond.