To maximize return on their considerable investment in sample distribution, pharmaceutical companies must determine the right mix and amount of resources to allocate to sales forces. Only then will their investment in field marketing campaigns, education programs and sample distribution drive increasing prescription volume.
Overcome the limitations of traditional systems
Pharmaceutical companies typically use multiple internal data sources, such as CRM and ERP, to gain valuable insight into customer behavior, buying patterns and other market trends. But these systems have their limitations:
- Data is difficult to access or understand.
- Spreadsheets strain under the weight of complex calculations.
- Input from sales managers comes in different formats, at different times or at irregular intervals.
Enable product performance management to maximize ROI
The IBM Cognos Sample Optimization Performance Blueprint enables pharmaceutical sales and marketing organizations to optimize sample distribution. It uses driver data from sales and marketing information systems to determine the most effective resource allocations to increase prescription volume:
- A unified and standardized process lets companies optimize sample distribution across multiple products and sales forces.
- Driver-based planning, based on common components that typically underlie a given expense, lets you focus on the key metrics that drive expenses, e.g., market sales volume.
- Allocations for highest ROI can be determined by management and fine-tuned by field sales teams through an operations system that tracks all changes and monitors the workflow.
- A broad spectrum of users including marketing, sales, manufacturing and distribution personnel ensures that all relevant data and information reaches everyone involved in the sample optimization process.
- Driver-based analytics combined with field input lets companies determine the appropriate final resource distribution of multiple products and product versions.
- Model flexibility means different models can be used across multiple brands and product types.
- Automated refreshing of driver data ensures resource allocation decisions are always based on the most current information.
- Easy integration with in-place supporting systems means companies can leverage existing investments for maximum return.
Learn more about the IBM Cognos Sample Optimization Performance Blueprint.
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Pharma resources
- 10 Ways to Drive Performance: Pharmaceutical Sales and Marketing white paper (100KB)
It starts with identifying your most valuable customers. It ends with budgets you can trust, and clear metrics you can track and share across your organization.
- Performance Management in Healthcare white paper (358KB)
- IBM Cognos Clinical Forecasting Performance Blueprint demo
Learn proven best practices in enrollment indicators that can affect the progress of costly clinical trials.