Highlights of the Case Study:
|Client||A leading healthcare partner based out of India wanted to overcome communication challenges and eliminate barriers through insightful interpretation.|
|Business Challenge||The client sought to manage the launch of a new medicine by designing effective targeting and call planning. It also wanted to continue to be competitive and lean in the pharmaceutical sector.|
|Impact||Quantzig’s customer analytic call planning solution combined the inputs from strategic guidance, analytics, and localized planning to create effective call plans that have adequate field buy-in and can increase sales force efficiency.|
Game-Changing Solutions for the Pharma Industry
Let’s first look into the role of pharma customer analytics in the pharmaceutical industry. Pharmaceutical representative sales calls have been in practice for many years, and this technique has been a major part of sales operations. For years, the target lists, also known as call plans of healthcare practitioners (HCPs), have been developed by focusing on and aligning teams inside pharmaceutical commercial operation teams. These call plans are then given to sales representatives with stringent adherence instructions. The selling process is significantly impacted by the relationship that is organically created when call plan adherence occurs between salespeople and practitioners. However, the ability of those relationships to grow has been hampered recently by a very slow but constant transformation.
The Challenges of the Client
A leading healthcare partner based out of India wanted to overcome communication challenges and eliminate barriers through insightful interpretation. The client sought to manage the launch of a new medicine by designing effective targeting and call planning. A successful call strategy was required for the pharmaceutical industry client’s upcoming launch of new medicine. Though the client had retail teams scattered throughout several therapeutic categories, including respiratory, diabetes, cardiovascular, oncology, and neuroscience, it also wanted to remain competitive and lean on the pharmaceutical sector.
The client struggled with offering mass notification technology and call planning with patients, stakeholders, and employees, which would help in boosting customer engagement. The client required Quantzig’s assistance in building a multi-channel call planning solution to engage with the customers. It also faced difficulty in setting call plans for its biotech and pharmaceutical sales force, as well as challenges due to the changing preferences for interaction and shrinking representative access to physicians.
Through Quantzig’s pharma customer analytics, the client wanted to improve communications for call planning.
Quantzig’s Pharma Customer Analytics Call Planning Solution for Pharma Companies
Quantzig started by evaluating the alignment, segmentation, and brand promotion response models and the evaluation of the physician. With inputs from the field force and support from the sales leadership, the pharmaceutical sector client also generated updated target lists, call plans, and physician valuations for both current and newly launched drugs. Interviews with important stakeholders and influencers were conducted by Quantzig analysts as part of an efficient primary and secondary research effort. A thorough investigation of the pharmaceutical industry was also conducted to provide the client with information that would assist it in refining its business plans.
Quantzig’s customer analytic calls planning solution combined the inputs from strategic guidance, analytics, and localized planning to create effective call plans that have adequate field buy-ins and can increase sales force efficiency. Quantzig’s solution is designed to provide real-time updates and track and analyze purchase behavior.
Impact Analysis of Quantzig’s Pharma Customer Analytics Call Planning Solution in Pharma Industry
Quantzig’s call planning solution enabled the client in the pharmaceutical business to obtain a best-in-class procedure for routine and speedy plan refresh and rollout for a sales team of 500+ reps, which helped it lower the time to market, increase sales force utilization, and improve call adherence. The data from field intelligence, in turn, helped the sales crew. The statistical tools also assisted the company in enhancing the effectiveness of sales calls, which is comparable to growing the sales staff without incurring additional costs, thereby highlighting the importance of creating precise and efficient call plans.
Quantzig’s call planning solution enabled the client in the pharmaceutical business to obtain a best-in-class procedure for routine and speedy plan refresh and rollout for a sales team of 500+ reps, which helped it lower the time to market, increase sales force utilization, and improve call adherence. The data from field intelligence, in turn, helped the sales crew. The statistical tools also assisted the company in enhancing the effectiveness of sales calls. The solution enabled the client to manage the call planning process effectively.
Broad Perspective on Call Planning Solutions in the Pharma Industry
The development process of a pharmaceutical representative sales call has been part of the sales operations landscape for decades. Call plan adherence naturally generates a relationship between sales representatives and practitioners with a significant impact on the selling process. However, there has been a relatively slow but steady change in recent times, making it harder for those relationships to flourish. Due to changes such as the influx of Managed Care Organizations and the controls put on HCPs, more and more solo HCPs have chosen to join larger multi-specialty groups or even larger Accountable Care Organizations (ACOs)/Integrated Delivery Networks (IDNs). As a result, the amount of contact that an HCP has with the pharmaceutical representative is typically limited, in part due to the stringent anti-rep policies and procedures of the organization to which they belong. To overcome these challenges, sales operation departments are exploring new ways to reach their prescribers. Pharmaceutical companies must adapt to ensure that their representatives are prepared and qualified to conduct business within the current scenario. Furthermore, the proliferation of digital platforms has altered the promotional environment for businesses, making quick decision-making and action essential for the success of the sales force. By considering different facets of traditional and digital channels, multi-channel call planning (MCCP) offers a well-balanced approach to improve marketing potency and boost sales effectiveness.
- The solution analyzed the brand’s purpose and finalized the best call planning strategy.
- It developed a call planning engine to ensure that the plan fits the business objectives.
- It developed diagnostics of a call planning scenario and compared them.
- The solution enabled configured analytics for call planning feedback, the creation of final plan files for use by downstream applications, and the retrieval of post-call plan feedback diagnostics.
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