01 / Access
Connect
How to get access to healthcare stakeholders. SOS intelligence research, knowledge assets and access statements that give a senior stakeholder a compelling reason to meet with you.
See the online course →For pharma and biotech
Get access. Make the conversation count. And become relevant.
Two thirds of new launches fail to meet expectations. Only 45% of healthcare professionals are open to meeting with pharma today. Fewer than 1 in 7 who do take meetings feel that pharma reps understand their needs. My work is about changing all that.
I help cross-functional teams get access to, and engage, healthcare stakeholders
02 / Conversation
Engage
How to hold a conversation that matters as much to the stakeholder as it does to you. Includes an AI simulator where you rehearse the real meeting before it happens.
Read about Engage →03 / Planning
APEX
Account Planning and Execution excellence. Turning what you know about an account into a plan that works and can be implemented.
Read about APEX →04 / In development
The Shannon compressor
The next generation of account planning. It strips an account plan down to the part that carries information, and shows you what you do not yet know about the account.
Get early access →Patient access
How to help patients get access to innovative treatments
Before a launch you need to know where patients are lost between first symptom and treatment, and why.
Strategy Vectors builds evidence-based patient journey databases, from national level down to a single account. Launch teams use them to decide where to act first.
Connected
One launch, five markets. Patient journey databases for each country, linked so you can see which barriers are shared and which are local.
Every number traced
How do you know the numbers are right? Every data point carries its own evidence trail: source, evidence level, cross-check and confidence.
Can you trust the data?
Can't we just ask a chatbot? You will get an answer. A patient journey database gives you one you can trace back to its source, and names the gaps instead of guessing.
The PhD Scanner
A finished patient journey database is raw material for research nobody has done yet. One example: zero of 180 Swedish IgA nephropathy posts mention a disease-modifying therapy.
Patient journey tools
A patient journey database does not stop at insight. Ask it for a tool and it builds one: a budget impact model, or a training program that helps primary care physicians close a diagnostic delay.
News from the Trenches
All articles →2 October 2026
Did we miss the opportunity?
Last week I read that Novo Nordisk has now cut 13,000 jobs, 4,000 more than it announced a year ago. It took me back to 2008, and an opportunity I think we never took.
23 September 2026Who decides what is relevant?
In my last Notes from the trenches I wrote about why so many pharma executives worry about not being relevant to healthcare stakeholders, and what being relevant actually means.
10 September 2026We have been telling our teams to be more relevant. We never told them how.
The other week I had a meeting with a senior executive at one of the large pharmaceutical companies. My job was to brief him on a workshop I will run for his team in a few weeks.
Let's Fix This
All videos →Let's fix this account plan
Most of a typical account plan is what any reader could have guessed. Here is how to cut it down to the part that actually carries information.
Let's fix this email
The meeting request every clinic head gets a dozen of each week, and how to rewrite it so they want to answer.
Meet Mats
Helping customers buy
Mats Fogelqvist is the creator of the Insight Driven Account Management model, a sales approach that flips traditional selling on its head by focusing on what actually works: helping customers buy instead of chasing them with PowerPoints and product features they don't care about.
He's a sales trainer, coach and author who has spent decades figuring out why some deals close and others crash harder than his car did during that near-death experience in 2003 (true story, read the book). His book, SOLD OUT – The Art of Helping Customers Buy, describes in painful detail how the insight-based sales model works, complete with examples of all the ways you're probably doing it wrong right now.
In 2018 he went to San Diego to study with Frank Kern, the legendary internet marketer who helped Bill Clinton get elected, because apparently even sales trainers need to go to school sometimes.
When ChatGPT 3 emerged and actually worked, Mats started investing way too many hours (ask his wife!) understanding how AI could support the teams and companies he helps. That obsession has produced tools like the patient journey database called Strategy Vector, the Connect application and the Engage conversation simulation because one AI tool apparently wasn’t enough.
He's a sought-after speaker who gives audiences a new, and occasionally uncomfortable, perspective on engaging healthcare stakeholders.
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News from the Trenches: access, engagement and account work in pharma. Unsubscribe any time.