Call Planning Implementation For Multiple Sales Forces Of A Top Tier Pharma Organization

Situation

• The Client, a top pharmaceutical company, was looking for a partner to manage and execute their Call Planning processes while ensuring increased efficiency and effectiveness
• Client was seeking an innovative supplier with expert business knowledge, cutting edge technologies and business practices
• Solution was needed for 1600+ representatives, mapped to 3  different sales forces
• Current portfolio had five products with overlap  amongst sales forces
• Client was facing issues such as black box approach, lack of user friendliness etc. with the current system

Challenges

• Complex business rules  needed to be implemented in the Call Plans
• Both account level and physician level Call Plans had to be built as
• The optimization approach involved both promotion response modeling as well as business rule compliance
• One of the brands was co-promoted by another organization, this aspect had to be incorporated in the Call Plans of the representatives promoting this brand
• Stringent timelines had to followed for the implementation

Approach

• Detailed sessions were conducted with the stakeholders, to understand the client requirements
• Axtria’s Call Plan feedback module, “Sales Targeting”  (built on Salesforce.com) was configured/customized based on client requirements
• Various scenarios were reviewed with the client to reach the optimized Call Plans for the sales teams
• Key focus lay on the user friendliness and usability aspects of the Sales Targeting module, to reduce the training requirements
• Optimized Call Plans were delivered within the stipulated timelines
• Training sessions  were conducted for the DM who in turn trained their territory reps with the help of training documents provided by Axtria

Results

• More than 95% of the sales force accessed their Call Plans through Sales Targeting module , which was a far better ratio as compared to the previous system
• Sales Targeting module was successfully accessible through various platforms such as iPad, iPhone, Android and through all  web browsers
• Close to 92% of the Call Plans got approved by the district managers through Sales Targeting module
• Roster changes during the feedback window were also handled successfully
• Representatives/DMs were overwhelmed with ease of use and intuitive nature of Sales Targeting module.
• Client highly appreciated the transparent approach that we had followed during the Call Plan generation process

Call Plan View, on the i-Pad, through Sales Targeting module: