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Automated Payer Communication System (APACS)

Shape Complex, Large-Contract Conversations With Payers Before the Appointment

Research indicated that payer/site-of-care customers require product-related clinical and health economic information between sales appointments. Neither a platform nor a process to send them consistent, compliant messages existed. Worse, in-person meetings were rare; defining customer preferences was left to a centrally managed CRM program that delivered impersonal messages that weren’t customized for audiences. The CRM strategy didn’t shape the conversation. 

The solution — APACS — a first-in-market field-directed CRM solution adaptable to a brands’s needs.

Key interests defined without customer meetings
Compliant CRM content managed centrally
Personalized content selected and sent by the person closest to the customer
Analytics that define customer information needs

Challenges

Conversations with payer organizations

Reduce Uncertainty and Risk in a High-Stakes, Complicated Scenario

Payer conversations are typically complex and pivotal to brand success. The expansive nature of payer discussions carries significant compliance risk. 

two people talking

Create Communication Opportunities

Key sales personnel — regional and national account managers (RAMs, NAMs) — communicate infrequently with payer decision makers. There were few opportunities to shape conversations pre-meeting.

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Increase Effectiveness of CRM Tactics

The client’s CRM strategy was defined and executed centrally by a marketing team, not by those closest to customer — the sales team. Analytics data weren’t optimized to shape the conversation and didn’t rapidly reach sales personnel.

The Solution

Payers Had Little Time for Questions

APACS sent personalized email with precise questions that identified payer interests

Payers then clicked a link that emailed a response to the sales team with information that narrowed the conversation.

The sales team responded with information that further shaped the conversation

The customer’s feedback enabled the sales team to respond with targeted content and a link to a landing page with expanded, detailed information. The response included additional hyperlinked questions that payers clicked to send the sales team a response that further specified payer interest.  

The information was highly personalized, yet fully compliant 

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Customer-specific information on a smartphone

Laptop computer showing the APACS home page

Sales People Should Spend Their Time Selling

APACS Requires Little or No Training
APACS is designed for business people, not software engineers. Intuitive, straightforward design enables email scheduling and delivery in minutes, not hours.

Laptop computer showing analytics in real time

Document What’s Effective. Improve What Isn’t.

Rich Analytics Provide Sales AND Marketing Teams With Performance Data
Field sales and central marketing teams obtained real-time data regarding customer needs and the content assets that were and weren’t in demand. Brands doubled down on the high-demand assets and optimized those that weren’t.  

Fast. Personal. Compliant.

We designed and developed the process and the intuitive technology that met the competing needs of centrally managed compliance and a field team’s quest for fast decisions, high-resolution targeting, and rapid feedback. By placing a CRM into the hands of the people who know the customer best, APACS helped the sales team identify the most impactful topics and accelerate contract discussions.

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Key interests defined without customer meetings

Compliant CRM content managed centrally

Personalized content selected and sent by the person closest to the customer

Analytics that define customer information needs

No, Thanks.

Let’s Talk

We helped a field sales team and their managers precisely shape a high-stakes payer conversation without meeting the client. What marketing challenge can we help your team overcome?

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