Situation: A manufacturer of healthcare products was facing an increasingly tactical competitive marketplace with little understanding of its customers’ purchasing history, economic incentives, and contractual positions.
CRA contribution: CRA developed a Web-based customer database interface and marketing tool to guide strategy development, resource allocation, and customer marketing efforts. We also provided comprehensive, accurate information for identifying growth prospects and financial opportunities at the customer, customer segment, and market levels.
Result: CRA led the development of pricing and contracting strategies to address key customer challenges and provided the client’s marketing team with the information necessary to effectively promote its products and drive growth within core channels.
The Convergence of Financial and Societal Value, and What It Means
In this Marakon Commentary, Charlie Johnson and Christine Delivanis discuss how until very recently, the market and society more generally were less aware of...