Philadelphia 2015

Apr 7, 2015 - Apr 8, 2015, Philadelphia

Collaborate to succeed in customer-driven healthcare

Collaboration: Partnerships based on Mutual Values

The pharmaceutical industry is currently struggling to adjust to a significant transformation in the healthcare landscape. We spoke to Robert Brinker, Key Account Manager at Pfizer, about the role of collaboration and partnerships based on mutual value, in successfully surviving this changing landscape.

Robert Brinker, Key Account Manager at Pfizer

Robert Brinker will be discussing collaboration and mutual values at the 13th Annual eyeforpharma Philadelphia Conference, which will take place April 7-8th, 2015. In particular, he will be presenting a case study based on their Population Health Outcomes project. We ask a few questions to provide a ‘taster’ of the talk to come.

Nicola Davies: The topic of the upcoming event is collaboration – do you think the pharma industry is struggling to adjust to the changing landscape and is collaboration on an internal and external level the real key to success?

Robert Brinker: Struggling may be a bit strong, but there is a critical need to adapt. As healthcare delivery organizations are in the midst of significant transformation, so too is the pharma industry.  My company has revamped certain roles, as well as created new ones in an effort to approach customers in more relevant ways in this dynamic healthcare landscape. Although an overused word these days, collaboration is the ultimate objective for our industry. As you’d expect, not all customers are willing to collaborate, but we need to find areas of mutual value to do so.

Nicola Davies: What is the best approach to developing lasting and valuable partnerships with healthcare stakeholders today?

Robert Brinker: Dare I say, it depends? Collaborative relationships and valuable partnerships mean different things to different customers, as their own approaches and priorities can vary widely.  The best approach, therefore, will be unique to the customer while also being of value to the pharma company.  This very much needs to be a two-way street.  My approach has always been to find a way to be viewed by the customer as “a part of the solution.” If you can achieve that goal, you have the best chance at a long lasting collaborative relationship.  

Nicola Davies: What exactly has changed in Pfizer’s approach to collaboration within the last couple of years?

Robert Brinker: We have become students of this changing healthcare marketplace, learning all we can about the current trends affecting our customers.  To be“part of the solution” you must fully understand and be able to define the challenges and opportunities.  To that point, it’s vital to understand the customer’s healthcare business drivers and how they prioritize them to suitably align our expertise and solutions. 

Nicola Davies: Can you say more about the current trends affecting customers?

Robert Brinker: Generally speaking, the current trends affecting our customers address what’s called the Triple Aim in healthcare transformation, specifically, improving the health of populations, improving the patient experience, and reducing the cost of healthcare.  It’s the strategies and tactics behind these trends where success lies and healthcare entities have their own unique approaches.  

Nicola Davies: What are the major results you’ve seen since the KAM approach was adopted?

Robert Brinker: First, many customers have been impressed with Pfizer’s approach in relation to the KAM role.  The collaborative relationships we’ve established resulting from successful projects has enhanced our reputation. Through our customers, we’ve seen qualitative improvements in clinical workflow processes, automation capabilities through enhanced use of EHR systems,  reduced variability of care,  as well as quantitative metrics such as more patients diagnosed earlier in the disease process, necessary exams conducted and documented, documented treatment, and even patient satisfaction improvements.                                

Nicola Davies: Can you tell us a little about the topic you will be presenting at the Philadelphia conference and how it can help our audience improve their practices?

Robert Brinker: As part of the Value-Partnership Track, I will be presenting a case-study of a successfully implemented population health outcomes project. By sharing the details of this diabetes project, the audience should learn how to align around customer needs to develop a collaborative project that leads to measurable outcomes.

Nicola Davies: Why should commercial pharma professionals attend the upcoming Philadelphia 2015 summit? 

Robert Brinker: Amidst the transforming healthcare delivery space the pharma industry too must transform itself.  What “exactly” that looks like is anyone’s educated guess, so Philadelphia 2015 offers us a great opportunity to engage with and learn from each other.  I’m confident that our collective insights can provide both our industry and our companies with significant answers to the challenges we face.  I look forward to those conversations!

Greater collaboration between patients and pharmaceutical companies is already bringing clinical benefits and economic benefits for both patients and the pharmaceutical companies themselves, and the potential for further development in this area is significant. For more information, click here.



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Philadelphia 2015

Apr 7, 2015 - Apr 8, 2015, Philadelphia

Collaborate to succeed in customer-driven healthcare