U.S. Sales Communications Excellence:Resources, Structure and Processes to Optimize    Pharmaceutical Sales Communications...
2         Table of ContentsResearch OverviewResearch BackgroundKey InsightsCommunication VolumesCommunication Headcounts a...
3Research Overview Copyright© Best Practices®, LLC Sales/Field Communication Study   BEST PRACTICES,®                     ...
4Research Objective and MethodologyData for this study was collected utilizing an on line survey instrument and several in...
5Research Background  Copyright© Best Practices®, LLC  Sales/Field Communication Study   BEST PRACTICES,®                 ...
6Benchmark ClassData for this study was collected utilizing an online survey instrument and several in-depth qualitativein...
7Benchmark SegmentationFor the Purposes of this study, the Benchmark Class was cut into two different groups. A Total Benc...
8Participant TitlesAs with all benchmark data, the position of the participants is as important as the companies they repr...
9    Key InsightsCopyright© Best Practices®, LLCSales/Field Communication Study   BEST PRACTICES,®                        ...
10Communication Volumes    Copyright© Best Practices®, LLC    Sales/Field Communication Study   BEST PRACTICES,®          ...
11 Business/Sales Analytics and Brand Communications Have the Largest Volumes for the TBCCommunications volumes were consi...
12CommunicationHeadcounts and  InvestmentCopyright© Best Practices®, LLCSales/Field Communication Study   BEST PRACTICES,®...
13  Organizations Typically Spend $80-$150 in Sales  Communications Salary per Salesperson Served This ratio was derived f...
14Communication Skill-Sets    Copyright© Best Practices®, LLC    Sales/Field Communication Study   BEST PRACTICES,®       ...
15 Prior Sales and Communications Experience Rate Most Effective for the TBCParticipants generally indicated a preference ...
16Communication Systems    and Training    Copyright© Best Practices®, LLC    Sales/Field Communication Study   BEST PRACT...
17Content Creation and Management Are the MostCommon Intranet TasksRoughly 2/3 of participants stated that they create and...
18         AppendixCopyright© Best Practices®, LLCSales/Field Communication Study   BEST PRACTICES,®                      ...
19FTE Levels – Managers/Operations SupervisorsPlease indicate the composition of your U.S. based sales/field communication...
20Investment Levels – Managers/Operations SupervisorsPlease indicate the composition of your U.S. based sales/field commun...
Email, Voice Mail and Intranet Are the Primary Modes of                                                                 21...
22About Best Practices, LLC     Copyright© Best Practices®, LLC     Sales/Field Communication Study   BEST PRACTICES,®    ...
23About Best Practices, LLCBest Practices, LLC is a research and consulting firm that conducts workbased on the simple yet...
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U.S. Sales Communications Excellence: Resources, Structure and Processes to Optimize Pharmaceutical Sales Communications

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U.S. Sales Communications Excellence: Resources, Structure and Processes to Optimize Pharmaceutical Sales Communications

  1. 1. U.S. Sales Communications Excellence:Resources, Structure and Processes to Optimize Pharmaceutical Sales Communications BEST PRACTICES,® LLC
  2. 2. 2 Table of ContentsResearch OverviewResearch BackgroundKey InsightsCommunication VolumesCommunication Headcounts and InvestmentCommunication Skill-SetsCommunication Systems and TrainingAppendixAbout Best Practices, LLC Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  3. 3. 3Research Overview Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  4. 4. 4Research Objective and MethodologyData for this study was collected utilizing an on line survey instrument and several in-depth qualitative interviews. Seventeen organizations participated in this study. Study Objective & Methodology Study Objective & Methodology Key Study Objectives Key Study ObjectivesSales force performance significantly Sales force performance significantly Understand the investment levels Understand the investment levelsimpacts growth and bottom line impacts growth and bottom line and headcounts necessary for and headcounts necessary forresults. The ability of senior results. The ability of senior optimal Communications optimal Communicationsmanagement to effectively disseminate management to effectively disseminate performance performancevital information to their sales forces vital information to their sales forceswhile maximizing selling time is Benchmark the volume of Benchmark the volume of while maximizing selling time is communications and the deliveryintegral to the overall success of all integral to the overall success of all communications and the deliverypharmaceutical and biotech vehicles used vehicles used pharmaceutical and biotechcompanies. companies. Discover what systems are being Discover what systems are being used to measure and track used to measure and trackThe objective of this benchmarking The objective of this benchmarking messaging messagingstudy is to better understand U.S. study is to better understand U.S.pharmaceutical sales communications pharmaceutical sales communications Find what skill-sets are considered Find what skill-sets are consideredgroups impact and effectiveness. To groups impact and effectiveness. To most valuable for Communications most valuable for Communicationsaccomplish this, an on-line survey was accomplish this, an on-line survey was employees and what skill sets will employees and what skill sets willconducted, supplemented with several conducted, supplemented with several be of value in the future. be of value in the future.interviews. interviews. Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES, ® LLC
  5. 5. 5Research Background Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  6. 6. 6Benchmark ClassData for this study was collected utilizing an online survey instrument and several in-depth qualitativeinterviews. Nineteen respondents from 17 organizations participated in this study.Adams Respiratory Therapeutics MerckAscend Therapeutics NovartisCentocor Ortho-McNeilCovidien Sanofi-AventisCubist Pharmaceuticals Shire PharmaceuticalsEli Lilly and Company Solvay PharmaceuticalsEndo Pharmaceuticals Takeda Pharmaceuticals North AmericaGlaxoSmithKline Vistakon PharmaceuticalsLifeScan Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES, ® LLC
  7. 7. 7Benchmark SegmentationFor the Purposes of this study, the Benchmark Class was cut into two different groups. A Total BenchmarkClass (TBC) containing all participants and a Large Pharma Segment (LPS) containing thoseCommunications groups supporting at least 1 blockbuster brand Total Benchmark Class Large Pharma Segment Adams Respiratory Therapeutics Centocor Ascend Therapeutics Eli Lilly and Company Centocor GlaxoSmithKline Covidien Merck Cubist Pharmaceuticals Novartis Eli Lilly and Company Ortho-McNeil Endo Pharmaceuticals Sanofi-Aventis GlaxoSmithKline Shire Pharmaceuticals LifeScan Solvay Pharmaceuticals Merck Takeda Pharmaceuticals Novartis Ortho-McNeil Sanofi-Aventis Shire Pharmaceuticals Solvay Pharmaceuticals Takeda Pharmaceuticals Vistakon Pharmaceuticals n= 19 n=10 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  8. 8. 8Participant TitlesAs with all benchmark data, the position of the participants is as important as the companies they represent.Participant titles included: Associate Director, Communications Manager, Training & Development Communications Manager National Sales Director Director, Internal Communciations Sr. Director, Internal Communications Director, Sales Operations Sr. Director, Sales Operations & Analytics Global SFE Director Sr. Manager, Field Communications Manager, Field Communications VP, ADHD Sales Manager, Field Operations VP, Healthcare Systems and Training Manager, Sales Communications OTC VP, Sales OPs & Training Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES, ® LLC
  9. 9. 9 Key InsightsCopyright© Best Practices®, LLCSales/Field Communication Study BEST PRACTICES,® LLC
  10. 10. 10Communication Volumes Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  11. 11. 11 Business/Sales Analytics and Brand Communications Have the Largest Volumes for the TBCCommunications volumes were consistently high for Business/Sales Analytics, Brand’s and to aslightly lesser extent, Sales Training.Please indicate the monthly sales/field communications volume associated with each function/department. Total Benchmark Class Percentage of N respondents for each Function Average Volume for Each Function Very Low Very High Very Low Very HighCommunications Volume by Function N 1 2 3 4 5 1 2 3 4 5Business / Sales Analytics 17 0% 12% 6% 53% 29% 4Brand 17 6% 6% 24% 24% 41% 3.88235Sales Training 16 13% 19% 0% 50% 19% 3.4375Samples 16 13% 13% 31% 31% 13% 3.1875Corporate 16 6% 38% 31% 25% 0% 2.75Human Resources 17 18% 24% 35% 18% 6% 2.70588Information Technology 18 22% 33% 11% 22% 11% 2.66667Compensation 17 18% 29% 41% 12% 0% 2.47059Health Care Compliance 16 19% 50% 19% 13% 0% 2.25Safe Fleet 17 35% 35% 18% 12% 0% 2.05882Finance 14 57% 29% 14% 0% 0% 1.57143 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES, ® LLC
  12. 12. 12CommunicationHeadcounts and InvestmentCopyright© Best Practices®, LLCSales/Field Communication Study BEST PRACTICES,® LLC
  13. 13. 13 Organizations Typically Spend $80-$150 in Sales Communications Salary per Salesperson Served This ratio was derived from the total number of people supported by each communication group and the salaries of the communications employees. This indicator should serve as a means to assess the relative amount of resources dedicated to providing efficient communications. Interestingly, the overall range for the TBC and LPS are very similar. Total Salary Cost & Salary Per Salesperson Served Total Benchmark Class Large Pharma Segment Salary spent per Salary spent per Total Cost of Salaries Total Cost of Salaries Salesperson served Salesperson served75th Percentile $455,000 $157 $410,000 $153 Mean $451,929 $149 $528,833 $123 Median $230,000 $111 $240,000 $11125th Percentile $161,500 $80 $142,000 $80 n= 14 13 9 9 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES, ® LLC
  14. 14. 14Communication Skill-Sets Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  15. 15. 15 Prior Sales and Communications Experience Rate Most Effective for the TBCParticipants generally indicated a preference for employees with some experience in the area ofsales, communications, or pharmaceuticals, while bringing in an outside perspective of a non-pharmaemployee did not seem to be an issue of importance for the majority of participants. Based on your experience, please rank the relative importance of the following priorexperiences when selecting an individual for your sales/field communications group.? Percentage of N respondents for each Total Benchmark Class Experience Factor Average Importance of each Experience Factor Least Most Least Most Important Important Important ImportantExperience Factors N 1 2 3 4 5 1 2 3 4 5Prior Sales Experience 18 0% 11% 22% 33% 33% 3.88889Prior Communications Experience 16 0% 6% 38% 25% 31% 3.8125Prior “Pharma” Industry Experience 17 0% 12% 29% 47% 12% 3.58824Prior “Pharma” Communications Experience 14 0% 21% 29% 29% 21% 3.5No Prior Pharma Experience 17 35% 24% 24% 6% 12% 2.35294 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES, ® LLC
  16. 16. 16Communication Systems and Training Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  17. 17. 17Content Creation and Management Are the MostCommon Intranet TasksRoughly 2/3 of participants stated that they create and manage content on their intranet, whileroughly half also indicate that the are also responsible for vendor management. Among largercompanies, webpage design tends to also be part of communications responsibilities, but mostcommunications groups are not responsible for more technical tasks. What aspects of your Field Intranet is your sales/field communications group responsible for? Total Benchmark Class Large Pharma Segment Intranet solution development (business case and 26.3% 20.0% technical specification creation) Vendor Management (specifically for external 52.6% 60.0% vendors and internal IT resources) Application design and evaluation 26.3% 20.0% Webpage design, creation and maintenance 42.1% 60.0% Communications content management 68.4% 80.0% Communications content creation 68.4% 70.0% Quality assurance and systems auditing 31.6% 40.0% IT infrastructure operations and maintenance 10.5% 10.0% n= 19 10 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  18. 18. 18 AppendixCopyright© Best Practices®, LLCSales/Field Communication Study BEST PRACTICES,® LLC
  19. 19. 19FTE Levels – Managers/Operations SupervisorsPlease indicate the composition of your U.S. based sales/field communication groupby indicating the number of FTE for each title and their average annual salary in U.S. dollars Manager/ Operations Supervisor Total Benchmark Class Large Pharma Segment 75th Percentile 2.0 2.0 Mean 1.3 1.6 Median 1.0 1.0 25th Percentile 0.1 1.0 n= 14 9 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  20. 20. 20Investment Levels – Managers/Operations SupervisorsPlease indicate the composition of your U.S. based sales/field communication groupby indicating the number of FTE for each title and their average annual salary in U.S. dollars Manager/ Operations Supervisor Total Benchmark Class Large Pharma Segment 75th Percentile $120,000 $120,000 Mean $106,364 $108,750 Median $110,000 $115,000 25th Percentile $100,000 $107,500 n= 11 8 Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  21. 21. Email, Voice Mail and Intranet Are the Primary Modes of 21CommunicationPlease share approximate volumes for each of the following communications tools delivered by your sales/field communications group on a monthly basis. Total Benchmark Class News- News- Text Email Voice Mail Field Mail Intranet Surveys letters: letters: On- Podcasts Messag- Hardcopy line ing 75th 100 25 8 23 2 1 4 0 0 Percentile Mean 79 16 6 18 2 0 3 0 3 Median 50 10 2 10 1 0 1 0 0 25th 30 5 0 3 1 0 0 0 0 Percentile Copyright© Best Practices®, LLC (n=19) Sales/Field Communication Study BEST PRACTICES, ® LLC
  22. 22. 22About Best Practices, LLC Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC
  23. 23. 23About Best Practices, LLCBest Practices, LLC is a research and consulting firm that conducts workbased on the simple yet profound principle that organizations can chart acourse to superior economic performance by studying the best businesspractices, operating tactics and winning strategies of world-classcompanies. Best Practices, LLC 6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517 (919) 403-0251 bestpractices@best-in-class.com www3.best-in-class.com Copyright© Best Practices®, LLC Sales/Field Communication Study BEST PRACTICES,® LLC

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