Until now, the sales force has focused primarily on customer acquisition and gathering relevant data from healthcare professionals to influence their decision-making process. This traditional sales strategy impacted only a limited phase of the customer journey. It did not include, so to speak, a comprehensive approach to the entire pathology treatment.

However, in recent years, organisations are restructuring both their value proposition and their loyalty models. Previous approaches did not include the patient's overall quality of life or the costs associated with diseases. In recent years, however, new holistic approaches and models have emerged that deliver value across the entire patient care continuum.