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The Pursuit of Value
Is there room (and a role) left for the sales force?
Eyeforpharma’s Specialty Pharma Excellence Conference
Boston, MA
Frank F. DolanPrincipal Consultant
Twitter: @pharma411
Michael Bailey◦ Chief Commercial Officer, AVEO Pharmaceuticals
Jeremy Lutz◦ Senior Director- Decision Support, Cubist
Pharmaceuticals
Brian Irwin◦ Managing Director, Informa Training Partners
Our Panelists
The data is in…
Courtesy 20th Century Fox
Right Message
Right People
Right Frequency
Our Forefathers Algorithm
•Key Performance Indicators
•Calls Per Day
•Reach
•Frequency
•Segmentation
•Promotional Sensitivity
•Awareness
•Trial
•Utilization
SalesD
o
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o
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e
G
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M
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High Potential for Developing Perceived Value of Sales Representatives
◦ While sales representatives impact their treatment decisions, MD’s perceive 70% of them to be of only low or medium value to their practice
Aligned to the Customer
How do MD’s define quality and value?
Product knowledge Disease state knowledge Understanding my needs as a physician Managed care status knowledge Ability to conduct useful face-to-face
interactions Presents relevant product support material
and/or solutions Credibility Appropriate frequency of sales calls
Gaining Competitive Advantage through Value
What percentage of sales representatives meet your expectations regarding all of the following attributes?
Product knowledge Disease state knowledge Understanding my needs as a physician Managed care status knowledge Ability to conduct useful face-to-face
interactions Presents relevant product support material
and/or solutions Credibility Appropriate frequency of sales calls
Meeting Expectations
Gold Standard Representative Has:
-Strong Product Knowledge
-Credibility
◦ The vast majority of MD’s see these two attributes as essential for all sales representatives
Rep Essentials
As a company approaches commercialization with a sales force, what are some approaches to measuring promotional quality?
Panel Question
The Reality of the Sales Call
◦ MD’s want: #1 gain product knowledge, #2 added value
◦ MD’s say that get a message monolog- NOT product knowledge or value
Conflicting Goals
Sales Representatives Impact Brand Loyalty
◦ One-third of physicians indicate their prescribing behavior changes when a sales representative changes companies
Key Findings
In a hospital/institutional selling environment, how do you interpret activity to sales levels?
Panel Question
Sales Representative Often the Determining Factor in Visits
◦ In 39% of visits, the sales representative, not just the company or products detailed, will determine the institution’s willingness to see a sales representative
Sales Rep as a Critical Success Factor
Improvements to Perceived Value Opens Doors
◦ Nearly one-third of MD’s give special privileges to sales representatives who meet their expectations on knowledge, interaction frequency, and credibility
Key to Access
61
00
61% of sales representatives currently
do not meet all these needs, presenting
a major opportunity for growth in
physician access
MD’s Have Control Over Sales Representative Visits
◦ Approximately half of MD’s work in institutions that decide on which sales representatives they engage with on a case-by-case basis
◦ 14% indicate that rep access is determined by formal protocol
Access is Personal
What investments are companies making to fulfill their pursuit of being more “customer-centric”?
Panel Question
75% of MD’s give high value representatives more interaction time, more frequent interactions, or both
The Payoff for High value Reps
Beware activity-to-sales formulas –Quantity centric
Measure promotional quality and value –Customer is scoring you anyway
Customer Listening Metrics is the new Closed Loop Marketing
Where do we go from here