IIIIIIIIIIII Herald Logic : Smart Analysis, Prompt Action IIIIIIIIIIIIIII

Financial Services
Wealth Management
Pharmaceuticals

CASESTUDY
Sales Force Effectiveness in Pharmaceutical Industry!

WHITEPAPER
Hope is not a strategy..., ...and its not luck either!

Solutions

PHARMACEUTICALS : SALES FORCE EFFECTIVENESS

	The Challenges Lack of Visibility across the entire Value Chain: Pharmaceutical products are often distributed through a labyrinth of Distribution Agents, Stockists, Retailers and Chemists. Lack of adequate information and unavailability of real-time correlation diminishes opportunities to take corrective actions to address potential over stocking / stock-out situations.

Decreased quality of Doctor Interaction: The reduced quality and quantity of doctor interactions has paved way for deteriorating Doctor-Pharmaceutical Representative relationship. The interaction has become more transactional during which standard communication is used without understanding real needs of doctors. This leads to negative impact on influencing the doctor prescriptions.

Sub-Optimal use of Sales Resources: Centralized budgeting and target setting results in non correlation between Sales efforts and growth potential, as local conditions are not accounted for in planning.

Inappropriate Performance Monitoring: Though the final impact on overall business comes from the off takes at the retailer / chemist, the incentives given to Sales Teams are on Primary Sales or sales to Stockists. This results in inappropriate "Push" to the stockists, which often increases the potential of sales returns.

Solution :

IntelliRadar provides a unique combination of business process realignment and IT enablement to bring about quick operational transformation in Pharmaceuticals Sales and Distribution Functions.

Business Process Realignment:

Focus on prescription generation and therefore secondary sales instead of primary sales through the distributors.
"Bottom Up" Target setting instead of "Top Down" so that local conditions are taken into account and cumulated to territory / region / zone / country. Targets thus enable Supply Chain planning
Appropriate use of marketing communication for influencing the Doctors prescription for each product builds a win-win relationship thereby influencing higher prescription share of the doctor.
Empowering Field Management to be coaches, local decision makers instead of doing number crunching and supervision.

IT Enablement:

Web based, work flow enabled "Bottom Up" Targeting. This enables Sales Representatives to provide performance targets for their territories and Sales Managers to approve based on Organizational Goals. This helps to take into account local conditions as well as instill a sense of personal ownership on the targets by Sales Representatives.


Multiple modes of information capture including integration with ERP systems, PDA based interface, Online Data capture, Excel Sheet Uploads, Faxes etc to capture information on Primary,Secondary and Tertiary Data


Comprehensive reporting and KPI Dashboards for real-time correlation between business data across the value chain to enable taking quick advantage of market dynamics.