Sales Force Effectiveness

• Sales force performance analysis
  
  The UK affiliate of one of the top five global pharmaceuticals companies needed advanced analysis of product sales and the impact of sales force activity across sales teams and customer target segments. We were able to build systems and processes to track performance on a monthly basis for the sales and marketing management team to make informed decisions on promotion and optimal usage of the sales force.
  
  
• Customer segmentation
  
  Our customer had just launched a new product in a crowded market of CVS therapy area. Initial sales results were lower than expected. We were asked to assist in developing a GP profile based on newly available sample doctor level prescription data combined with IMS doctor profile data. By applying latent class algorithms GP's were segmented based on their demographic and potential prescription behaviour. A targeting plan specifying the number of calls per quarter per GP type by sales team was developed and rolled out in the field. This resulted in significant improvement in sales.