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Optimizing pharma sales force using Master Data Management

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Optimizing pharma sales force using Master Data Management

  1. 1. Optimizing Pharma Sales Force through the use of Master Data Management VSM Software (P) Ltd “Not just software. Total business solutions”. www.vsmsoftware.com
  2. 2. ”Not Just Software. Total Business Solutions” Introduction • Creating a unique master data universe that is used as a service across all applications in an organization is the essential tenet of Master Data Management (MDM). • This master data is for all types of data: customers, employees, products, vendors, territories etc. • For the Pharma industry, one of the most important elements in MDM is data on doctors and HCP s. There are many benefits to building the right data on doctors. One main area under discussion here, is application of this data for optimization of sales force. • A key process in developing “master data” on doctors is “de-duplication” • A good process of Doctor De-duplication will help in building a unique set of doctors across a typical company’s multiple SBU s, with built-in parent-child relationships.
  3. 3. ”Not Just Software. Total Business Solutions” To explain the concept – let us consider the following Region : One region in the south of India SBU’s : SBU 1 (a primary care SBU) Each MR has 200* Doctors SBU 2 ( a specialty SBU) Each MR has 100* Doctors De – Duplication of Doctors SBU 1 SBU 2 *7600 Unique Doctors *1000 Common Doctors between the SBUs * Sample Data based on one of our clients
  4. 4. ”Not Just Software. Total Business Solutions” Current Scenario SBU 1 SBU 2 SBU 1 + SBU 2 De – Duplication of Doctors Business Unit Doctors Sales Force Size SBU 1 Unique Doctors 7600 38 Common Doctors to both SBUs 1000 5 Total 8600 43 Business Unit Doctors Sales Force Size SBU 2 Unique Doctors - - Common Doctors to both SBUs 1000 10 Total Sales Force Size 8600 53
  5. 5. ”Not Just Software. Total Business Solutions” Possible Optimization Sales Force Optimization The company can optimize sales force, if the specialty MR s can be made to handle SBU 1, which is primary care products. The company can assign SBU 1 brands to Specialty MR s, thereby, saving 5 MR s in the sales force This gives approximately 10% saving If this approach to “optimization” is applied, there can be improved utilization of sales force.

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