Expanding the CSO Opportunity

348 views

Published on

Learn how to expand the opportunity for a pharma contract sales organization (CSO) through enhancing your selling capabilities and acquiring proprietary business development information - driving knowledge-based promotional decision-making.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
348
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Expanding the CSO Opportunity

  1. 1. Expanding the Opportunity for Contract Sales Organizations
  2. 2. New Business Development is Tough New Business Development Pharma Vendors Multiplying
  3. 3. Pharma Companies Inundated with Vendor Pitches New Business Development is Tough
  4. 4. Difficult to organically grow your billable solution footprint New Business Development is Tough
  5. 5. Simple Value Proposition to Pharma We are quantifiably better than any other CSO! Future Value Proposition: We are quantifiably better than your existing sales force!
  6. 6. Pharma Increasing Outsourcing • High % Outsourced  Research  Manufacturing  IT  Medical Education  Patient Support • Partially Outsourced  Sales  Marketing  Analytics
  7. 7. It’s Been Done Before… “We are better than your existing sales force” The stretch target: Replace existing sales force
  8. 8. We are quantifiably better than any other CSO!
  9. 9. … recognized as Canada's premier healthcare- focused contract sales organization (CSO). Vanguard Pharma offers you the ultimate in flexibility… Vanguard Pharma offers you the full spectrum of salesforce solutions…. Pharmexx Canada is the leading outsourcing partner for the pharma and functional food industry. With more than 25 years of experience we have the right solution for you. We’re Different… how Agility and flexibility are musts in today’s market. Our pharmaceutical sales solutions go beyond traditional contract sales organizations.
  10. 10. We’re Different… how PDI, Inc. is a leading health care commercialization company providing superior insight-driven, integrated multi-channel message delivery for established and emerging health care companies. OnCall has a reputation for excellence and flexibility and a unique ability to customize solutions to fit product needs and client budgets. Our clients reach new heights of success fueled by our unique blend of services and unmatched expertise. Our high-performing field sales representatives engage with healthcare professionals to effectively communicate your message and grow your brand. Every team is custom- designed to your profile, culture, and goals.
  11. 11. We’re Different… how • Sales teams • Digital sales • Tele sales • Recruitment • Product Commercialization
  12. 12. Foundation of CSO Business Development “We’re cheaper.” “You know us.”
  13. 13. What if you could… • Let’s change the promotional dynamics of the CSO Category!  Demonstrate skills and tools the existing client sales force does not have  Out perform the existing sales force  Sell on the basis of customer defined value versus undifferentiated capabilities
  14. 14. We are quantifiably better…
  15. 15. • Are their quantifiable differences between CSOs? • Are contract reps perceived to be fundamentally different from Pharma reps? Question • Are contract reps perceived as temp labor?
  16. 16. Sales – Not a Core Pharma Competency 15% of sales force = Top Performers 75% of sales force = Average Performers 10% of sales force = Inferior Performers
  17. 17. • Simplistic Opportunity Model - not reflective of protracted pharma sales process  Launch – no formal experience trial – out of sync with physician adoption • Rep analytical skills - weak  Advantages rarely presented – focus on features and benefits  Sales conversation - brand opportunity and clinically irrelevant with >50% of contacts Sales – Not a Core Pharma Competency
  18. 18. • Recent Case Study: 18 Confidential Client was asked where they would fall along this performance scale… 0 10025 50 75 Answer Proficient SuperiorUnacceptable MarginalIneffective Sales – Not a Core Pharma Competency (Case)
  19. 19. 19 Confidential The Circumstantial Evidence: Call Notes Dr Joe Sample High Value/Share Determining/Competitive Loyal 2012 Armamentarium Profile 1. Risedronate – 67% 2. Alendronate / Fosavance – 35% 3. Client Brand - 3% 2013 Opportunity: 3% share - Ensure Trial Success Sales – Not a Core Pharma Competency (Case)
  20. 20. 20 Confidential Date March 6th May 2nd July 30th Sept 24th NEXT CALL OBJECTIVE when you prescribe (Client Brand) you can be confident they are get the med and you have better control over their outcomes Josse paper and 1st line 1st line because of the best possibility in rw to protect bones. feel confident your patients bones are protected 1st line POST CALL ANALYSIS use in Actonel Switches when you I hectic (Client Brand) you can be confident they are get the med and and you have better control over their outcomes real world efficacy and protection. 1st line because of the best possibility in new to protect bones. feel confident your patients bones a protected 3 Months 2.5 Months 2 Months Sales – Not a Core Pharma Competency (Case)
  21. 21. 21 Confidential Date Oct 7th Nov 19th NEXT CALL OBJECTIVE 1st line how does this change your thoughts on (Client Brand) and when to, use it. POST CALL ANALYSIS 1st line Sales – Not a Core Pharma Competency (Case)
  22. 22. 22 Confidential Q1 Q2 Q3 Oct-Nov Total NRx ALENDRONATE NRx 2 4 7 2 15 FOSAVANCE NRx 0 3 3 2 8 (Client Brand) NRx 0 1 0 0 1 RISEDRONATE NRx 15 5 3 0 23 Sales – Not a Core Pharma Competency (Case) The Hard Evidence: The Results
  23. 23. • Where would our client say they are positioned now? 23 Confidential Industry Average Sales Conversation Performance 0 10025 50 75 33 (Industry Average) Proficient SuperiorUnacceptable MarginalIneffective Sales – Not a Core Pharma Competency (Case)
  24. 24. • What if your contract sales force performed well above the industry average? • Could you use that data to drive new business development? We are quantifiably better than any other CSO!
  25. 25. • Actionable Physician Profiles  Better targeting  Better messaging  Better understanding of the promotional dynamics • Brand Sales Continuum  Promotional Road Map – opportunity, objectives, strategy, suggested tactics defined • Sales funnel  Tracking  Early warning system – Adoption Stall Enhancing Your Capabilities: Sales Tools
  26. 26. • Recognize / Manage Unique Opportunities Enhancing Your Capabilities: Sales Tools Unique Promotional Opportunity Impact The Experience Trial Launch and Rx Expansion Opportunities Brand Re-engagement 2/3 of customer base impacted Retain & Cross-sell Multi-product reps 2 Minute Sales Call Majority of sales calls
  27. 27. Sell Value Not Capabilities
  28. 28. Desralie quote “As a general rule the most successful man in life is the man who has the best information.” Benjamin Disraeli Sell Value Not Capabilities
  29. 29. Sell Value Not Capabilities • Companies, like consumers, buy on the basis of perceived value • They perceive their choice of supplier to be superior to all other available vendors • Perceived value is the best leading indicator of performance leading to the achievement of financial goals Increase Perceived Value Increase RFP Wins Increase Client Base Increase Revenue
  30. 30. Sell Value Not Capabilities – Do You Know… • What the value criteria is in the CSO category? • How your perceived value ranks versus competitive value? • What is required to increase your perceived value? • Where you are strong or vulnerable? • Where the competition is weak?
  31. 31. • Where does the customer segment position us? • Why does the segment position us? • What has to be done to change the position, if anything? • Which competitor should we target? • What attributes should we promote? • What is the new position worth? • What is the likelihood of succeeding Sell Value Not Capabilities – Do You Know… Potential CSO Value Map
  32. 32. If you want to differentiate your CSO on the basis of enhanced performance and perceived value contact us…. Sell Value Not Capabilities – Do you Know… David Delong Chief Customer Evangelist (705)-733-0739 ddelong@cmg-pharma.com

×