Dynamic Targeting: Five Pillars of Implementation for Pharma Sales Force Effectiveness

The pharmaceutical sales process has evolved significantly since its inception. It used to be simple. Reps visited physicians, informed them about the latest treatments, possibly providing samples, and moved on to the next doctor. Soon after, sales teams recognized the efficiency gains and cost savings achievable through route optimization.

Fast forward a few decades and pharmaceutical representatives are now contending with a myriad of additional challenges: digital promotion, virtual meetings, omnichannel, and the constantly changing preferences of both physicians and patients. In response, they've turned to solutions such as next best actions (NBAs), which improve engagement, prescription rates, and patient outcomes.

However, as time progresses and healthcare provider (HCP) preferences quickly change, your reps face a challenging scenario:

• On one hand, traditional call plans are refreshed infrequently and can’t always keep up with the latest data.
• On the other hand, NBAs can sometimes overwhelm your sales force with frequent and extensive changes.

You need an alternative that sits nicely between a call plan’s scheduled refresh and the suggested actions proposed by NBAs.

An AI/ML-based solution, Dynamic Targeting fills the gap between plan refreshes without overwhelming your sales force with a bombardment of changes. With Dynamic Targeting, you can adjust your reps’ prioritization based on the very latest customer insights. Think of it as “changing on the fly.” It tells the field teams when to contact HCPs – but more importantly, it tells them why they should be contacted now and how to do it.

When setting up Dynamic Targeting, you must know the five essential pillars that ensure a successful implementation.

This infographic lays out the foundation of a winning Dynamic Targeting strategy.

Find out how:

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  Dynamic Targeting should be SMART, FAST, and REP-INFORMED.
  
  
  • See what it takes to make a plan efficient, quick, and most importantly, how to make it work with your teams, not against them.
    
    
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  Dynamic Targeting isn’t a one-size-fits-all.
  
  
  • There are cases where it may not work. Find out what those cases are and where they can help you.
    
    
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  Dynamic Targeting fills the gap.
  
  
  • Find out why some NBAs miss the mark and why Dynamic Targeting can save the investment you’ve already made.
    
    
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  Dynamic Targeting must deliver a great rep experience.
  
  
  • Is it easy to use? Are you listening to their feedback? Your reps are your eyes and ears in the field. Find out what you need to do to get them on the same page.
    
    
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  Engage all affected stakeholders.
  
  
  • It’s not just the reps. Find out which teams need to be involved in the Dynamic Targeting setup process to keep the implementation flowing smoothly.
    
    

Click the infographic to download.

Powered by artificial intelligence and driven by machine learning analytics, Dynamic Targeting is the answer for better rep performance, better HCP engagement, and better return on your existing call plan investments. Contact Axtria today to find out how we can implement Dynamic Targeting for your company right now.