Axtria Insights

Axtria Insights

CASE STUDY

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:

Call Planning Implementation for Multiple Sales Forces of a Top Tier Pharma Organization