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Prepared by                 Tawfik EwedaPharmaceutical Marketing Coach                 SFE specialist
What do you want from your sales force ?What is KPIs? Why ?Types of KPIs Reports .•It gives you a comprehensive and bigger...
 Sales force productivity can be tracked as  follow :1. Sales /rep2. Sales growth /rep3. Units sales/call4. Market share5...
‘’It is a standardized unbiased performance  tracking tool formulated through IT  Dashboard that gives ‘’where the company...
 To increase Brand performance understanding the key business drivers Also it gives a consistent & timely tracking of  ...
Pre-launch KPIs                             Post-launch KPIs1.   Physician behavior KPIs                1.   Message input...
 Pre-Launch    KPI Reports are issued quarterly. Post-Launch KPI Reports are produced on a  monthly bases. Both reports...
Pre-launch KPIs%   of Drs who are totally aware of the brand%   of DRs who are willing to prescribe brand
Pre-launch KPIs Fullmarket analysis Formulating brand strategy Company action plan    These KPIs can be measured by bot...
Pre-launch KPIs Clinical& technical files conformity  (WHO,FDA,EMEA guidelines and country of  reference ) Planned vs. a...
Pre-launch KPIs   Number of KOLs developed by SC.OP   % of KOLs under developmentthe following terminology is used throu...
Post-launch KPIs Number   of DRs who acquired clear ,right and  simple competitive message Number of DRs who retained th...
Post-launch KPIs                                                                Qualitative KPIs                          ...
Post-launch KPIs Promotional expenditure vs. competition Brand SOV /product mix or portfolio % of unaided brand awarene...
Post-launch KPIs Customer  perception of brand attributes vs.  competition Customer perception about brand safety Custo...
Post-launch KPIs Share of brand /specialty Share of brand /indication•Useful for antibiotics in different indications th...
Post-launch KPIs TRx vs. Budget TRx vs. competition TRx share vs. competition Sales vs. Target Market Share vs. Targe...
%  of sales force eligible for incentive pay. % of discrepancy in merit increase between  top performers and underperfor...
For feed back, further informationPlease contact meTawfik Eweda , Cairo. Egypttawfeeke@gmail.com01222305418Sales force eff...
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Pharmaceutical sales KPIs

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Complete list of pre-post LAUNCH KPIs for pharmaceutical sales

Published in: Business

Pharmaceutical sales KPIs

  1. 1. Prepared by Tawfik EwedaPharmaceutical Marketing Coach SFE specialist
  2. 2. What do you want from your sales force ?What is KPIs? Why ?Types of KPIs Reports .•It gives you a comprehensive and bigger picturehow to track sales performance•Also it provides a tracking drivers for othersupporting departments•Very useful in pre launch cross functional teams•It helps you to turn your launch into managementby objectives process
  3. 3.  Sales force productivity can be tracked as follow :1. Sales /rep2. Sales growth /rep3. Units sales/call4. Market share5. Field force cost
  4. 4. ‘’It is a standardized unbiased performance tracking tool formulated through IT Dashboard that gives ‘’where the company has been ?’’ where it is going ?Also it brings together Sales Force and other affiliated activities, and Brands Metrics’’
  5. 5.  To increase Brand performance understanding the key business drivers Also it gives a consistent & timely tracking of brand success to make the difference
  6. 6. Pre-launch KPIs Post-launch KPIs1. Physician behavior KPIs 1. Message input2. Market Activity based KPIs 2. QTQ3. Market access KPIs 3. Message effectiveness4. Scientific medical liaison 4. Customer perception KPIs 5. Product range KPIs 6. Rx sales and share Incentives KPIs
  7. 7.  Pre-Launch KPI Reports are issued quarterly. Post-Launch KPI Reports are produced on a monthly bases. Both reports are issued on 24th of the month. Activity KPIs are updated quarterly with the available data. Most of the Brand KPIs are updated with each wave of an physician behaviour study using AIDA Model (Awareness , interest , desire ,trial , usage )
  8. 8. Pre-launch KPIs% of Drs who are totally aware of the brand% of DRs who are willing to prescribe brand
  9. 9. Pre-launch KPIs Fullmarket analysis Formulating brand strategy Company action plan These KPIs can be measured by both techniques : Qualitatively : on progress against time Qualitatively : against company standard
  10. 10. Pre-launch KPIs Clinical& technical files conformity (WHO,FDA,EMEA guidelines and country of reference ) Planned vs. actual date of approval Planned vs. actual date of approval of price Target price vs. actual price (% of deviation) Planned vs. actual date of reimbursement Reimbursement restrictions
  11. 11. Pre-launch KPIs Number of KOLs developed by SC.OP % of KOLs under developmentthe following terminology is used throughout to identify the type of “Opinion Leader” that is being referencedKey Opinion Leader (KOL): An academic expert in a disease area recognized as such by his peers, at Global and National level.Key Influential Physicians (KIP): Generally a physician with a high volume of patients recognized and trusted by his peers within a region as the expert in treating certain types of pathologies (KIP’s are also often referred to as “Local” or “Regional” Opinion Leaders)Key Advocacy Influencer (KAI): Refers to those individuals considered influential in the Regulatory, Pricing and Reimbursement processes. (KAI’s are sometimes referred to as “Advocates”)
  12. 12. Post-launch KPIs Number of DRs who acquired clear ,right and simple competitive message Number of DRs who retained the message after 3 months of launch
  13. 13. Post-launch KPIs Qualitative KPIs •Results orientation •Customer orientation Quantitative KPIs •Expertise•Budget Targeting KPIs •Self-assurance•Market share •Coverage rate •Self-initiation•Turnover •Call allocation rate •Teaming•ROI •Targeting •Communication•Number of calls/rep/day effectiveness ratio •Customer satisfaction•% of coverage •Number of Rxs/target index•Usage rate of central event physician •Call quality index•Number of field days/rep •Number of Target Drs •FF Satisfaction index•Number of group meeting/month Rxing the brand •Retention of top•SOV(Share of voice) performers•Number of manager coaching days •Turnover of low performers
  14. 14. Post-launch KPIs Promotional expenditure vs. competition Brand SOV /product mix or portfolio % of unaided brand awareness % of unaided recall of the message Number of Drs who see message is relevant Number of Drs who see message is believable Number of Drs who see message is driving them to Rx
  15. 15. Post-launch KPIs Customer perception of brand attributes vs. competition Customer perception about brand safety Customer perception about brand(value added vs. cost leader ship) Customer perception about brand efficacy Customer perception about brand cost effectiveness These drivers can be aided by the development of perceptual map
  16. 16. Post-launch KPIs Share of brand /specialty Share of brand /indication•Useful for antibiotics in different indications that requiresdetailing in different segments .•Can be measured on each segments according to brandpositioning and company brand strategy
  17. 17. Post-launch KPIs TRx vs. Budget TRx vs. competition TRx share vs. competition Sales vs. Target Market Share vs. Target Market Share vs. Competition Market share vs. same period PY % Brand share of market in class A Drs
  18. 18. % of sales force eligible for incentive pay. % of discrepancy in merit increase between top performers and underperformers . % of top performers receiving top pay . % of special incentive scheme during launch. •These KPIs should be aligned with launch objectives and should be motivating and challenging !!
  19. 19. For feed back, further informationPlease contact meTawfik Eweda , Cairo. Egypttawfeeke@gmail.com01222305418Sales force effectivenessSales & marketing managementSales and marketing training

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