Ready. Set. Access.

Market Access Strategic Execution Consultant

Finding Someone…Anyone

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Finding Somone...Anyone

Someone with a great ambition will EAGERLY do what no one else wants to do.

If you don’t know who to call on, seek out these ambitious people for help.

Put rookies on your roster. Also sign up the seasoned professionals who have preserved the vibrant mentality of rookies.

If they happen to be lethargic about taking up the opportunity (and it’s out of character for them): what do they need? How can they get what they need? They’ll come back into the game once the barrier is removed.

Not Just Dirt

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Not Just Dirt

Looking down at the ground, soil looks like nothing more than inanimate dirt.

It’s actually hiding a thriving ecosystem which houses ONE QUARTER of the Earth’s organisms—from bacteria all the way up to moles! Who knew!

We are quick to conclude based only on what’s visible in plain sight.

Job titles and MAYBE a flashy degree (if they have one) are usually the only things by which we recognize our coworkers, because these are what’s visible on email signatures and LinkedIn profiles. These are what bring them into meetings and projects.

Digging deeper, we might be surprised at all the ways we can help each other solve problems—if we cared to look beyond titles and degrees.

Job titles and degrees are souvenirs of past accomplishments. They’re an inaccurate representation of the potential that’s yet to be discovered.

Replacements

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Replacements

“We finally replaced John.” Perhaps a better way to frame this sentence is, “we finally replaced John’s position.”

Once we’re gone, someone else will surely fill the void. Surely. Even Steve Jobs’ seat was filled.

Positions can be filled, but individuals are irreplaceable. Every human has a unique spark that can illuminate their corner of the universe. Some have figured out how to let that spark shine…others are still afraid to stand out.

For me: I’m still working on it. I’ve been gifted with the position of a market access consultant, which I use as a stomping ground to practice shining my spark.

The spark is what we carry with us even when we leave behind the position.

Who will miss you when you’re gone?

Leap

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Leap

Fear can be paralyzing and keep you from taking action. When you’re playing it safe, what do you stand to gain? What are you losing?

At what point do you forget the risks and leap?

Carefree is different from careless. One is liberating whereas the other is reckless.

Walking the tightrope is not an option–it’s the only option.

Slam Dunk Messages

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Slam Dunk Messages

Creating an effective payer value proposition requires shifting from inside-out thinking to one that’s outside-in (rather than telling them what you want, tell them what they need to hear). An enticing value proposition is one that bridges the gap and helps payers connect previously unconnected dots. Here are some thoughtful questions that will help create rich messages for your payer value proposition:

  1. Does your asset solve a new problem or is it another/better solution to an old problem?
  2. Do payers know that they have this problem that you can solve for them?
  3. Are you leveraging an asset that others don’t have?
  4. Why hasn’t the problem been solved? What stands in the way? Is this even a real problem?
  5. Are you combining the previously uncombined in a way that’s hard to duplicate?
  6. Are you marketing an asset that will create its own inertia, disrupting existing value chains and improving as it goes?
  7. Is there any substantial reason why payers won’t simply switch to a cheaper alternative?
  8. How much better do you need to be than the status quo to get someone to leap and switch to your asset?
  9. How long can you sustain this change? What happens when the market changes?

Seize the Limitation

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Seize the Limitation

There will always be limitations: limitations based on market dynamics, resources available to you, data to support the product, and the list goes on.

But what assets do you already have? Challenge yourself to write down 50 assets. What about 100? You may just surprise yourself. And who knows…the limitations themselves just might be your biggest assets!

In the words of the artist Phil Hansen, who was forced to abandon art due to a disability, later channeled it to create art in ways no one else had before him: “instead of telling each other to seize the day, maybe we can remind ourselves everyday to seize the limitation.”

“If you bring forth what is within you, what you bring forth will save you. If you do not bring forth what is within you, what you do not bring forth will destroy you” –Gospel of Thomas.

What If

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What If

For the market access strategists and those who are trying to think “outside the box” in order to solve a problem, here’s a profound excerpt from Benjamin Zander’s Art of Possibilities.

A shoe factory sends 2 marketing scouts to a region of Africa to study the prospects for expanding business. One sends back a telegram saying,

Situation hopeless stop no one wears shoes.

The other writes back triumphantly,

Glorious business opportunity stop they have no shoes.

We all tell ourselves a story—not just some of it, but all of it. And remember, too, that every story you tell is founded on a network of hidden assumptions.

In order to let your thoughts and actions spring from a new framework, ask yourself this question:

What assumption am I making,
That I’m not aware I’m making,
That gives me what I see?

And when you have an answer to that question, ask yourself this one:

What might I now invent,
That I haven’t yet invented,
That would give me other choices?

And then you can invent spaces by thinking outside the box.

Obsession For Service

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Obsession For Service

Service helps to increase sales.

How can you learn what’s working for your customers and what’s not?

Listen to them and seek out feedback. Do this early and often. This is cheap and doesn’t require additional technology.

Furthermore, create a culture where peers inspire peers, in which each employee acts like a leader, pushing the culture forward. This can be done through cross-functional workshops, recurring meetings, or simply engaging in conversations where we seek out creative solutions to interesting problems.

Whose Problem Are We Solving?

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Whose Problem Are We Solving?

When we’re at work, whose problem are we trying to fix?

Mine? (to size up my bank balance)

My organization’s? (to increase their bottom line)

My customer’s? (for whose service my position exists in the first place)

Mine? (to sharpen my own character and practice improving on my weaknesses)

We just made a full circle in a way. For all of these reasons, I don’t have to work, but I GET to work.

Taking Charge of the Narrative

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Taking Charge of the Narrative

What is your calling?

Kindling a burning desire from within + hoisting the strength of the unseen Power = yes, you can.

Are you in charge of your narrative or is the narrative in charge of you?

Krishna Patel, PharmD
Market Access Strategy and Execution Consultant
info@sojusllc.com
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