Syneos Health  Partners with Leading Strategic Consultant, David Morey

Syneos Health Partners with Leading Strategic Consultant, David Morey

Syneos Health (inVentiv) has enhanced ALIGNING PERSPECTIVES, a customer engagement framework to include collaboration with award-winning author and sought-after strategic consultant, David Morey.



Based on a proven method that is founded on strategic account assessment and stakeholder dynamics, ALIGNING PERSPECTIVES offers participants the opportunity to challenge their understanding of customer motivations while applying an intuitive approach to the account planning process.

The framework incorporates key concepts, tactics, and insights from Morey’s award-winning book, The Underdog Advantage: How to Use Insurgent Strategy to Put Your Business on Top (McGraw-Hill).* this collaboration has yielded a framework for taking customer interactions to the strategic level – putting customer perceptions at the center of the engagement process.

Morey’s experience with some of the world’s leading companies, including Apple, Google, Nike, Disney, and Coca-Cola, has taught him the key ingredient to building a dominant brand: an insurgent, or “underdog,” approach to business. With the training expertise of inVentiv, Morey is now bringing that insurgent mindset to the business of medicine.

For life science companies, success in this marketplace hinges on the ability of customer-facing resources (e.g., sales reps, account managers, nurse  educators) to engage with customers. ALIGNING PERSPECTIVES is designed to sharpen this skill set. Paired with Morey’s insurgent principles, ALIGNING PERSPECTIVES equips customer-facing resources with the strategic mindset and customer focus that they need to be successful.

Collaborating with Morey promises to enhance an already strong offering  of training material.

-John Bye
CALS General Manager


inVentiv General Manager John Bye says that collaborating with Morey promises to enhance an already strong offering of training material: “inVentiv is constantly striving to evolve our offerings and better meet the needs of our clients. Clients frequently ask us what is changing in the marketplace; the answer resides in the needs of the customer-facing resources to understand the business of medicine and how that understanding changes their interaction with the customer. But this is not about the newest selling model – rather, it’s about better understanding your customers’ motivations, identifying what drives their decision- making process, then aligning your messaging and your resources in that direction. That is at the core of what inVentiv has undertaken in collaboration with David Morey, as his insurgent approach aligns nicely with how to effectively engage customers in the current life science marketplace.”

David Morey says his insurgent principles fit in naturally with the specialized training programs offered by inVentiv: “This is a 1+1 = 5 collaboration that synergizes our Underdog-Insurgent best practice framework with inVentiv’s best-in-class learning solutions. This  is a fresh approach customized for the life science industry and is relevant to any leader, company, or executive who needs to re- energize how they tackle the transforming business of medicine.”

inVentiv plans to share the ALIGNING PERSPECTIVES program at the Life Sciences Trainers and Educators Network (LTEN) Annual Conference in Phoenix this June.

*Please look for the upcoming sequel: The Underdog Advantage 2.0 (2015)



Celeste Mosby
VP, Solution Design
North America & LATAM+1 973-441-6157
Yvonne Ash
VP, Solution Design
Europe & APAC+44 7920-563895
Syneos Health
8045 Arco Corporate Drive, Suite 200
Raleigh, NC 27617+1 877-923-5600