Introduction

Recognizing the multifaceted nature of the challenge, Xcellen proposed a holistic solution that combined cutting-edge technology with high-touch consulting services. At the heart of this approach was Xpower, Xcellen’s proprietary customer targeting platform. This powerful tool was deployed across all 20 markets, providing a standardized yet flexible framework for customer segmentation and engagement planning.

1. Technology Deployment: Implemented Xpower, a specialized customer targeting tool, across 20 markets.
2. Service Model Integration: Complemented the technology with a robust service model to support implementation.
3. Performance Measurement: Developed a KPI framework to track and evaluate success.
4. Capability Building: Conducted extensive training for local affiliates on using Xpower effectively.
5. Pilot Program: Xcellen consultants worked closely with selected pilot countries to deliver end-to-end results, serving as a model for other markets.
6. Knowledge Sharing: Facilitated regular events and conversations where all affiliates could participate and learn, even if not directly involved in the pilot.
7. Parallel Implementation: Encouraged non-pilot affiliates to apply learnings to their individual
markets concurrently.

The implementation process was designed to be thorough and adaptive. It began with a detailed assessment of the current state of customer targeting across all markets, identifying specific pain points and opportunities. The Xpower platform was then customized to meet the unique needs of each market, ensuring relevance and ease of adoption.

Training was a critical component of the implementation. Xcellen conducted comprehensive sessions on Xpower usage, best practices in customer targeting, and data-driven decision-making. These sessions were designed to address the capability gap identified by senior management, empowering local teams with the skills and confidence to drive the targeting process independently.

Throughout the implementation, Xcellen organized regular collaborative workshops. These sessions served as forums for knowledge sharing, problem-solving, and peer learning. By bringing together teams from different markets, Xcellen fostered a culture of continuous improvement and cross-pollination of ideas.

One of the most significant challenges faced during the implementation was the onset of the COVID-19 pandemic. This global crisis threatened to derail the project, as it disrupted normal business operations and shifted priorities. However, the flexibility of the Xpower platform and Xcellen’s adaptive consulting approach allowed the project to continue. In fact, the digital nature of the solution proved to be an asset during this period of remote work and limited travel.

The implementation of Xpower and the accompanying service model yielded significant benefits:
1. Universal Adoption: Despite the challenges posed by the Covid-19 pandemic, all markets successfully implemented the customer targeting initiative.
2. Efficiency Gains: The turnaround time for the entire process was reduced from 15 weeks to just 8 weeks.
3. Strategic Focus: The time saved allowed for more strategic discussions and planning.
4. Process Optimization:
● Data collection and real-time rep-level input validation reduced from 12 weeks to 6 weeks.
● Data validation time was eliminated entirely (previously 8 weeks with 5-6 iterations).
● Segmentation simulation time decreased from 2 weeks to 1 week.
● Call plan validation by the sales team was streamlined from 3 weeks to 1 week, now
conducted directly in the Xpower system.

Looking ahead, the success of this project serves as a blueprint for similar interventions in the pharmaceutical industry. It demonstrates the power of combining innovative technology with specialized consulting expertise to drive transformational change. As the healthcare landscape continues to evolve, the ability to effectively target and engage customers will remain a critical competitive advantage. Xcellen’s approach, as exemplified in this case study, offers a proven path to achieving this capability at a global scale.