Healthcare: Six approaches to refresh your payer sales model

Blog series: How healthcare payer sales models impact revenue growth

By Alex Tolmasoff, Director, KPMG Sales Transformation and HCLS Lead

In our first two blogs in this series, we discussed the hurdles healthcare payer sales leaders are facing with finding and keeping members and how outdated sales models can impact revenue growth.

Now it’s time to look at approaches for a commercial model refresh.

While some commercial or market leaders are taking a piecemeal approach to counter the challenges outlined in our previous blogs, strategic sales leaders are driving transformation across their models using some or all of these approaches:

Evolve from “sales ops” to Customer Operations 
 

  • Shift from reactive to proactive, internal to external, narrow to broad
  • Move from small comp and tools teams to full-fledged commercial operations teams that coordinate CX across marketing and sales channels

Create omni-channel customer experience (CX) for patients and providers

  • Move away from siloed marketing and sales experiences
  • Take advantage of digital tools and CX approaches to create seamless and data-driven employer, provider, and patient experiences

Shake up customer segmentation and go-to customer models
 

  • Refresh segmentation models with new data and new ways of working
  • Look at creating intentional customer journeys and then design the revenue motions that align to them
  • Rethink segments, challenge processes and upgrade job designs to align to hybrid, tool-enabled selling
  • Rethink broker relationships and programs
  • Reinvent what “inside sales” really means

Create a career program that wins the competition for talent

  • Say goodbye to the days when account managers and sellers could simply sell to the same customers or avoid ancillaries
  • Challenge existing talent and develop new talent with intentional recruiting, competency models, and career paths

Revamp incentives to grow the full suite – profitably

  • Stop using member-based metrics so you can balance profitability with new product sales and grow the overall membership pool at the same time
  • Evolve incentives so that sales people are not able to pick and choose how they deliver against their objectives

Make digital and virtual selling table stakes

  • Accelerate the technology landscape and reduce dependency on telecalls and email marketing
  • Build on a strong foundation of automation, just-in-time enablement, and rich customer data

How can KPMG help?

As you focus on the challenges ahead, KPMG can help you improve the ROI on your sales investments by informing sales strategies, processes, and talent with connected insights.  We’ll  help you create winning customer interactions.

Contact us

Alex Tolmasoff

Alex Tolmasoff

Director Advisory, C&O Commercial, KPMG US

+1 415-963-5100