public material - my sharing on building commercial excellence with analytics

1. Driving Commercial Excellence with Analytics
Danny Kosasih | Head of Commercial Excellence | Takeda Indonesia
1
Big Data Week International Conference
Jakarta - March 10th, 2015

2. CONTENT
• Takeda Indonesia Background
• The Challenges
• Project Peningkatan - Analytics & Sales Force Automation
• Business Information System & Analytics
• Customer Information System & Analytics
• Putting It All Together
• Road Map Ahead

3. Takeda Indonesia Background
Driving Commercial Excellence with Big Data Analytics – Big Data Week 20153

4. Takeda ID in Indonesia Pharma Market – 2014Q4
Exchange rate: Constant IDR 11,578,947,4000/OKU YEN
Source: IMS Plus 2014-Q3
• By total competition in Indonesia Pharma Industry,
Takeda ID ranks:
• #24 among total 212 corporations
• #8 among 28 MNCs
• Market Share: 1% Vs. 3% (Novartis – MNC) Vs. 13%
(Kalbe - Local)
• Takeda ID Growth - 2014Q4
• YoY ‘13/14 : 8% Vs. 5% of total market
• CAGR ’10/14 : 14% Vs. 11% of total market
Source: IMS Plus 2014-Q3

5. • Established since 1971
• TAKEDA Indonesia is fully operating nation-wide and covering more than 70
major cities across Indonesia to urban and rural areas.
• Flagship brands PANTOZOL® (pantoprazole), TAPROS® (leuprolide acetate),
PROSOGAN® (lansoprazole), BLOPRESS® (candesartan cilexetil), ACTOS®
(pioglitazone hydrochloride).
Takeda Indonesia

6. The Challenges
Driving Commercial Excellence with Big Data Analytics – Big Data Week 20156

7. Data Structure
Driving Commercial Excellence with Big Data Analytics – Big Data Week 20157
Commercial Dashboard & Analytics
BusinessCustomers Sales ForceAggregate
Source
Collection
PerformanceMaster List Outlets
HR, SFE, Training
Sales Dept
Sales Rep Distributor
Unit
Person – Sales
Rep
Person – Doctor Transaction

8. Data Gaps & Challenge
Driving Commercial Excellence with Big Data Analytics – Big Data Week 20158
• Information source:
Very lack of updated data
in MoH, Doctors Council,
Associations etc
• Updates & profiles:
Passed-Away, Specialty,
Address, Place of
Practice, Associations,
Adoption Profile, etc
• Prescriptions Data
Regulation not allow to
track Rx
Customers
• HR Information
System:
Under-developed HR
Information System
• Self-administered
reporting:
Human error, indiscipline
reporting
• Scoring calibration:
For coaching & training
scores
Sales
Force
• Last Area Mapping
Consistency with changes
in area mapping
• Area Sales
Potential:
No pool sales data
provider - per area/region
• Multiple
distributors:
Each distributor has
different code, data fields,
naming and application
Business

9. Project PENINGKATAN - Analytics & Sales Force Automation
Driving Commercial Excellence with Big Data Analytics – Big Data Week 20159

10. 1
Baseline
(May 2013)
Target
(Mar 2014)
Not Available System &
Dashboard
available
Analytics
Not Available Approved and
tracked KPIs
• KPI metrics & review
Not Available Review meeting run
as scheduled
• Commercial Monthly Review
Not Available Accuracy, on-time
production &
delivery
• Timely and reliable Analytic Dashboard
Build process & system for business analysis
Project PENINGKATAN - Analytics

11. 2
Baseline
(May 2013)
Target
(Mar 2014)
Not Available Rolled Out ETMS
system &
monitoring
SFE Automation
Not Available All MRs diciplinely input Call
Plan and Convert to Call
Report by weekly
(zero mis-Report)
• Call Planning vs Reporting Input – Convert to Call
Not Available ASM periodically
monitor and evaluate
MR’s Call Report, by
bi-weekly
• Periodic Monitoring & Evaluation on Call Report by
ASM to MR
## calls / day ## calls / day• Match Call/ Day Plan
Class A:B:C = #:#:# Class A:B:C = #::#:#• Match Call Frequency (Depends on respective Product)
## days per month -## days per month
- input by weekly
• Match Time of Teritorry (Field Days)
Shape behaviour in sales activities &
execution
Project PENINGKATAN – Sales Force Automation

12. Empowering Sales Managers to
GO BEYOND THE LIMITS!
Delivering
Results
Strong Leadership
Coaching
Increase
Representative
Ability to Sell
District
Business
Planning
Improve
Execution of
Field Force
Activities

13. Commercial Excellence Pillars
1. Competencies:
Knowledge, Skills &
Behaviour
2. Leadership
3. Team Work
1. Business Process
2. SOP
3. System & tools
1. Aligning Marketing
& Sales
2. Sales Activities &
Execution
3. Monitoring
PEOPLE SYSTEM EXECUTION
Marketing <> Commex <> Sales

14. Business Information System & Analytics
Driving Commercial Excellence with Big Data Analytics – Big Data Week 201514

15. Driving Commercial Excellence with Big Data Analytics – Big Data Week 201515
Project Master Code & Database
Validating and unifying the outlet’s database into One Master Code
Distributor
A
Distributor
B
Distributor
C
• Code A
• SKU A
• Data Field A
• Naming A
• Application A
• Code B
• SKU B
• Data Field B
• Naming B
• Applicatio B
• Code C
• SKU C
• Data Field C
• Naming C
• Applicatio C
ONE
Master
Code &
Database
Matching
Cleaning
Coding
Mapping
Formatting

16. COMPASS – Business Intelligence
Regional South Asia Initiative - COMPASS

17. COMPASS Benefit
Improve
Decision Making
1
Increase
Productivity
2
Reduce Cost
3
Better
Scalability
4
• Less time spent on data processing and reporting
• Increase business responsiveness
• Support simplification
• Leverage investment of BI
• Leverage investment of markets / countries
• Support robust platform for future requirement
• Better in risk management
• Support compliance
• Greater business insight
• Gain business advantage
• Support continuous improvement

18. COMPASS FEATURES
Dashboard
Sales
Performance SFE KPI
Business Analysis &
Insights
Graphical Information
One source information
Consistent Reporting
template
Transparency

19. Illustration of COMPASS

20. ACCESS TO COMPASS WITH ANY DEVICE
COMPASS can be accessed directly through WEBSITE....
Anywhere with Web-browser
Just login... No need to access to Takeda Network
You can access COMPASS via laptop, tablet, or smartphone

21. Customer Information System & Analytics
Driving Commercial Excellence with Big Data Analytics – Big Data Week 201521

22. Driving Commercial Excellence with Big Data Analytics – Big Data Week 201522
Project - Customer Database
cycle of ongoing process to have a robust database
Cleaning
Validating
Updating
Profiling
Targeting
Reporting

23. Illustration of Customer Segmentation
| Business Planning Workshop23
B B C
HIGH MEDIUM LOW
POTENTIAL
ADOPTION
A B C
A A C
ADVOCATETRIALAWARE

24. Cegedim CRM – Mobile Intelligence

25. Illustration of MI-Online
Driving Commercial Excellence with Big Data Analytics – Big Data Week 201525

26. Putting It All Together
Driving Commercial Excellence with Big Data Analytics – Big Data Week 201526

27. Milestones – Commercial Dashboard & Analytics
Driving Commercial Excellence with Big Data Analytics – Big Data Week 201527
JUN
Bas
eline
JUL-
SEP
Built
system
&
infrastru
cture
OCT
Regular
Review
NOV-DEC
SF
Automation
MI Online
Pilot &
Implementati
on
JAN-SEP
Continous
Improvement
OCT
COMPASS
Pilot &
Implement
ation
JAN
COMPAS
S
NPrinting
2013 2014 2015Baseline & Infrastructure Validation &
Calibration
Improve
ment

28. Lag
> ##%
> ##%
> ##%
> ##%
> #.#
# / #/ #
Key Performance Indicators
Sales Performance
Call Coverage A
Call Coverage B
DPK Score
Coaching / TSM SCore
COMPASS
CEGEDIM
MI
Call Frequency
Online Quiz
KPI System
Lead
Impact
Target

29. THE REP Chart for Business Planning
29
RESULTS are
represented by the
vertical position of the
bubbles  MARKET
SHARE
EFFECTIVENESS is
represented by the
horizontal position of the
bubbles  TCFA
POTENTIAL is
represented by the size
of the bubbles 
MARKET SIZE
Territory E
Territory D
Territory B
Territory C
EFFECTIVENESS
RESULTS
Potential
Terr A
| Business Planning Workshop

30. 1
Baseline
(May 2013)
Target
(Mar 2014)
Not Available System &
Dashboard
available
Analytics
Not Available Approved and
tracked KPIs
• KPI metrics & review
Not Available Review meeting run
as scheduled
• Commercial Monthly Review
Not Available Accuracy, on-time
production &
delivery
• Timely and reliable Analytic Dashboard
100%
100%
90%
100%
Build process & system for business analysis
Project PENINGKATAN - Analytics

31. 2
Baseline
(May 2013)
Target
(Mar 2014)
Not Available Rolled Out ETMS
system &
monitoring
SFE Automation
Not Available All MRs diciplinely input Call
Plan and Convert to Call
Report by weekly
(zero mis-Report)
• Call Planning vs Reporting Input – Convert to Call
Not Available ASM periodically
monitor and evaluate
MR’s Call Report, by
bi-weekly
• Periodic Monitoring & Evaluation on Call Report by
ASM to MR
## calls / day ## calls / day• Match Call/ Day Plan
Class A:B:C = #:#:# Class A:B:C = #::#:#• Match Call Frequency (Depends on respective Product)
## days per month -## days per month
- input by weekly
• Match Time of Teritorry (Field Days)
90%
90%
100%
100%
100%
Shape behaviour in sales activities &
execution
Project PENINGKATAN – Sales Force Automation

32. Road Map Ahead
Driving Commercial Excellence with Big Data Analytics – Big Data Week 201532

33. Lessons Learned
• What went well
1. Strong cross-functional support, optimizing the project management tool to
keep on track
2. Deep cleaning prework of data fields and development by local vendor and
Commex Team helped the data mapping process
3. Strong coordination with local stakeholder has improved the business needs
and requirement of the system
• Areas of improvement
1. Data validation and custodians are very critical phase to be closely monitored
2. In earlier stage, set up the same definition and understanding of data fields
and coding for the system requirement
3. Alignment with Regional Office format to ensure the standard requirement and
dashboard
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34. Road Map Ahead
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2014
2015
2016
2017-
2019
Infrastructure
Diagnostic
Analytics
Predictive
Analytics
Prescriptive
Analytics

35. Thank You
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