Sales Optimization using Market Simulations and Psycho Analytical Tools. EphMRA conference Bejing suazio consulting Muriel Maebe

Transcription

1 Sales Optimization using Market Simulations and Psycho Analytical Tools EphMRA conference Bejing suazio consulting Muriel Maebe

2 Get your message across! Visiting and calling physicians is an essential part of your marketing strategy. Effective communication of the sales specialist is key for a successful implementation. Improve the effectiveness of your sales organizations Improve the turnover per sales specialist Sell more with less people On top of that, pharmaceutical companies are also faced with a very diverse Asian market each posing unique challenges. Taiwan, Malaysia, Singapore and Korea are difficult to target and require sophisticated marketing Other countries only require conventional targeting and profiling tools Special case China: easy to reach large cities, but also has some hard to reach rural areas

3 Case Study: Sales Optimization Background: A global pharmaceutical company is interested in learning how to increase the efficiency of their sales calls. The company is aware of the diversity of the market and the importance of a targeted message and tailored sales approach. Methodology: Conduct a conjoint analysis with physicians for a pharmaceutical product, to better understand which attributes and features HCPs prefer. Conduct a psychoanalytical study using a psychometric tool, to gain insights into HCP and sales teams behavioural profiles. Outcomes: With the right data and insights, it is possible for a sales force to strategically modify their sales approach and messaging for specific HCPs in order to maximize sales.

4 2 crucial questions 1. How does my product fulfill the needs of the specialist HCP? 2. How can my sales team optimally communicate that value proposition to HCP s? Clinical outcome? Price? Services? Patient experience?... Which USP s to stress? Just let the numbers speak for themselves? To push or not to push?... Research Methodology Conjoint Analysis Psychoanalytical Research

5 Finding key sales messages Using conjoint analysis If these were your only options, which drug would you prescribe? Drug 1 Drug 2 Drug 3 Brand Brand A Brand C Brand B Effectiveness 60% 30% 40% Active substance Substance 1 Substance 2 Substance 1 Patient service package Full package Light package No Administration type Pen and auto-cover needle Pen and auto-cover needle Injection Daily cost per treatment $x $z $y O O O

6 How to approach physicians? Using a psychoanalytical questionnaire, such as EGBrainTM, will uncover the physician s thinking and personality traits. This knowledge will provide insight on how to tailor messaging and what will resonate with physicians.

7 Understanding compatibility of the sales team Using the same psychoanalytical questionnaire reveals the behavioral fingerprint of the typical sales rep. Sales reps can use the information revealed to adapt communication styles with physicians.

8 Aligning communication How to unlock the potential of product A?

9 Aligning communication How to unlock the potential of product A?

10 Key Project Learnings Advanced simulation can reveal feelings on product attributes and HCP preference Understanding a HCP s profile will provide insight on message content and delivery approach Understanding sales specialist and HCP profiles will allow companies to build relationships and continue to deliver value to HCPs

11 Research in Action: Outcomes 1. Optimization of sales message and supporting materials Answered using conjoint analysis It is all about effectiveness Drug substance and brand were NOT primary drivers! 2. Identification of growth opportunities Answered using conjoint analysis Results indicated a potential market growth of 40% by raising awareness around certain patient services. 3. Alignment of sales team and approach towards specialist HCP attitude Answered using psychoanalytical research Workshop training sessions for sales team: how to interact with different physician profiles ( patient oriented and daily practice ) Reorganization of existing CRM system incorporating physician profiling