Cell and gene therapies (CGT) represent some of the most groundbreaking advancements in modern medicine. With the potential to treat—and in some cases cure—genetic and rare diseases, these therapies are not just medical innovations; they’re paradigm shifts. However, launching a CGT product is far from straightforward. The scientific innovation behind these therapies must be matched by operational excellence and a deep understanding of how healthcare systems function in the real world.
At Archo Advocacy, we’ve worked alongside organizations bringing CGT to market, and one message is clear: breakthrough science means little without thoughtful, strategic account management that helps hospitals implement and sustain these complex service lines.
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The Unique Complexity of CGT Launches
Unlike traditional pharmaceuticals or biologics, CGT products are high-touch, highly personalized, and logistically intensive. They often involve:
- Individualized manufacturing processes using the patient’s own cells
- Cryogenic storage and shipping
- Narrow administration windows
- Complex pre- and post-treatment monitoring
- Intensive staff training and coordination across departments
These aren’t just plug-and-play treatments—they require hospitals to essentially build an entirely new infrastructure around a single therapy.
That means hospitals need far more than clinical data and a prescribing label. They need a partner—someone who can guide them through operational planning, workflow design, reimbursement pathways, and staff education.
Why Account Management Is the Missing Link
Enter: Account Management. Traditionally seen as a sales or service function, account management in the CGT era must evolve into a strategic enablement role. A strong account manager becomes the bridge between an innovative therapy and a healthcare system’s ability to deliver it safely, sustainably, and equitably.
At Archo Advocacy, we believe great account management in CGT includes:
1. Operational Education and Infrastructure Support
Hospitals often lack the operational playbooks to run CGT service lines. Account managers can help guide:
- Site readiness assessments
- Cold chain logistics planning
- Cross-departmental communication strategies
- Patient intake and scheduling models
- Risk management protocols
Training isn’t just for physicians—it’s for pharmacists, nurses, coordinators, billing teams, and administrative leadership.
2. Workflow Design and Process Integration
A CGT launch that fails to integrate with a hospital’s existing systems is destined to underperform. Effective account managers co-create new workflows with provider teams, ensuring the therapy doesn’t disrupt care—it enhances it. This includes:
- Mapping every patient touchpoint
- Identifying potential bottlenecks
- Creating custom SOPs
- Aligning roles and responsibilities
It’s not just about installing a therapy—it’s about embedding it into the rhythm of care.
3. Reimbursement and Financial Navigation
One of the most significant barriers to CGT adoption is cost. These therapies can reach seven-figure price tags, and reimbursement is often uncertain or delayed. Account managers must be equipped to:
- Educate on payer policies and coding requirements
- Support prior authorization processes
- Facilitate bridge funding or payment plans
- Provide tools to estimate out-of-pocket costs for patients
Financial clarity is critical to operational success.
4. Ongoing Partnership and Adaptation
Launching a CGT service line is not a one-time event—it’s an evolving journey. As protocols change, new insights emerge, and patient populations shift, account managers must provide sustained support. This includes:
- Refreshing training annually or as needed
- Gathering and sharing implementation best practices
- Providing feedback from one site to others in the network
- Helping sites measure and report on key performance metrics
The best account managers don’t disappear after onboarding. They become long-term allies.
Building Trust Through Human-Centered Engagement
Hospitals are not just service providers; they’re made up of people—leaders, clinicians, staff—each with their own priorities, limitations, and motivations. Effective account management goes beyond checklists and tools. It requires empathy, listening, and trust.
Hospitals are not just service providers; they’re made up of people—leaders, clinicians, staff—each with their own priorities, limitations, and motivations. Effective account management goes beyond checklists and tools. It requires empathy, listening, and trust.
At Archo Advocacy, we emphasize:
- Respect for institutional culture – One size does not fit all
- Shared decision-making – Treat hospital teams as partners, not implementers
- Clarity and honesty – Don’t oversell; be transparent about challenges
- Celebrating success – Recognize the wins, even small ones, to build momentum
By creating trust-based relationships, account managers pave the way for smoother, more successful therapy integration.
Why CGT Success Depends on Account Management
The science behind CGT is revolutionary, but science alone doesn’t change lives. Implementation does.
A therapy is only as impactful as the system built to deliver it. That system must be trained, resourced, and aligned around the patient journey—and it won’t come together on its own.
Healthcare systems are under pressure. Staffing shortages, administrative burdens, and burnout are real. To ask them to absorb a completely new class of therapies, without support, is unrealistic.
Account management fills this gap. It transforms a CGT launch from a product drop into a collaborative, system-wide evolution.
Where Archo Advocacy Comes In
At Archo Advocacy, we work with CGT developers, hospital systems, and patient organizations to:
- Design patient-first implementation strategies
- Train account teams in human-centered engagement
- Support hospitals in building CGT service lines
- Embed equity, access, and sustainability into launch plans
We don’t just talk about innovation—we help operationalize it, humanize it, and make it last.
Final Thoughts: CGT Is Here. Now Let’s Make It Work.
We are entering an era where medicine can correct genetic diseases at the source. But if we don’t build the infrastructure to deliver that care, we risk wasting the opportunity.
Launching a cell or gene therapy isn’t just about hitting regulatory milestones or securing coverage—it’s about translating promise into practice.
And that’s where great account management makes all the difference.