Revenue Optimization in Pharma

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Learn how to uncover millions of dollars of unrealized revenue within your physician customer base

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Revenue Optimization in Pharma

  1. 1. Revenue Optimization:Pursuing Hidden RevenueGrowth Opportunities within Your Customer base<br />
  2. 2. Can I have Your Attention?<br />If there was a way to find millions of dollars of unrealized revenue within your brand’s customer base would that be of interest to you?<br />
  3. 3. Did You Know…<br />There are in fact millions of dollars of unrealized revenue growth hidden within your existing customer base waiting for your promotional team to “dig up”<br />
  4. 4. Where is this Revenue?<br />• The unrealized revenue is found primarily in the that part of your customer base demonstrating a negative lifetime value and the activites driving this negative performance<br />Typical Brand’s Customer Base Profile<br />
  5. 5. How Much Revenue Are We Talking About?<br />• Current Case Study<br />Company: Biotech Company<br />Product Portfolio: 2 Products Approved / 1 Pending<br /> 2009 Sales 2009 Growth Unrealized Achieve 10% of<br /> Revenue / % the Opportunity<br />-1%<br />$97 / 14%<br />$977.7 / 146%<br />$668.2<br />(Revenue in Millions)<br />
  6. 6. How Much Revenue Are We Talking About?<br />• Current Case Study<br />New product under threat from eroding customer base<br />Customers<br />Prospects<br />Suspects<br />
  7. 7. Why Has This Revenue Gone Unrealized?<br />• The unrealized revenue is caused by the performance of the commercial team on 14 metrics that fall into 6 categories.<br /><ul><li>7 metrics define the amount of unrealized revenue and 7 metrics define why the revenue is unrealized.</li></ul>Territory <br />Management<br />Customer <br />Definition & <br />Targeting <br />Customer <br />Management<br /> Commercialization <br />& Campaign<br />Management<br />Brand <br />Model &<br />Positioning<br /> Targeting<br />Support <br />Programs<br />
  8. 8. How Are These Results Uncovered?<br /><ul><li>Transforming Data into Actionable Insights
  9. 9. Working the analysis from the prescription pad back</li></ul>Information<br />Opportunity <br />Profile<br />Execution<br />Actionable<br />Tactics<br />Data<br />Refined / <br />Mined<br />Application<br />Actionable<br />Strategy<br />
  10. 10. The Revenue Optimization Program<br />Step 5.<br />What’s our progress?<br />Milestones Established / Tracked<br />Step 4.<br />How do we get there?<br />Prioritized Plan to Maximize Revenue<br />Step 3.<br />Where do we want to go?<br />How Much new revenue<br />Step 2.<br />Where are we?<br />Baseline Performance Established<br />The Business Case for Change<br />Step 1. <br />Business case created:<br />How much Unrealized Revenue?<br />
  11. 11. Opportunities and Solutions<br />Revenue Optimization Tool<br />Metric(s) Impacted<br />“Is my strategy in sync with where the market is likely to position my product?”<br />“What is driving my revenue performance?”<br />“How effective are my commercial operations?”<br />“How can I ensure that promotional activity and business opportunity are in sync<br />“How can I raise the level of the sales conversation to that of my best performing sales representatives?”<br />“How do I track campaign effectiveness in near real-time for our new product?”<br />“How do I contract the sales cycle through pre-launch promotion?”<br />“What an individual physician’s or an institution’s clinical value criteria for product selection?”<br />“Is my brand model in sync with the competitive dynamics my brand is facing?”<br />
  12. 12. In Closing<br />There are millions of dollars in revenue growth sitting within your existing customer base waiting for your promotional team to “dig up”<br />The Key Questions you need answered in order to Optimize Brand Revenues:<br /><ul><li> Where Is This Revenue?
  13. 13. How Much Can We Recover and When?
  14. 14. How Do We Recover This Revenue?</li></li></ul><li>David Delong, Chief Customer Evangelist<br />The Customer Management Group<br />(800)-477-0907<br />ddelong@cmg-pharma.com<br />QUESTIONS<br />

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