Session 2 Perception is Reality. Measuring SFE and the implications for Pharma
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1 Session 2 Perception is Reality. Measuring SFE and the implications for Pharma Delphine Perridy, Cegedim Strategic Data, China Sebastien Gaudin, Sanofi Aventis, China
2 Perception is Reality Measuring SFE and the Implication for Pharma Case Study By Sanofi & Cegedim Strategic Data
3 Case Study Overview Lantus is perceived as a premium insulin convenient and safe which makes it appropriate to start insulin when OAD are not enough to control diabetes. Lantus has reinforced its investment over the past quarters, placing them over their competitors. Unfortunately for some reasons the market is not taking it up. Therefore Sanofi would like to measure their Sales Force Effectiveness (SFE) and identify possible issues explaining why its sales detailing is not driving Lantus Rx.
4 Current Situation Assessment (Reality Check?) Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q Q1 2011
5 Reality Check Objective Lantus SOV vs. Patient Share
6 Do More Get More Sales
7 Case Study Objectives Measure Sales Force Effectiveness of Lantus Sales Reps, Understand possible issues, Aid decision making (stay on the course? Adapt?), Identify techniques that are practical, can be repeated, and provide meaningful results to track possible strategy changes.
8 Right Approach to SFE Right Sales Force Size Right Coverage & Frequency Right Targeting Right Call Quality Right Messaging In-Depth Tactical View of Lantus s Sales Force Effectiveness
9 Right Approach to SFE Right Sales Force Size Benchmark sales force levels. Determine and adjust full time rep equivalents (FTE) by brand. Plan / adjust sales force levels.
10 Insulin Market FTE 108% 34% 41% 68% 97% 412% 164% Data Source: CSD PROMO Audit, 17 specialties, 13 cities, China Data Period: MAT Q Vs MAT Q1 2011
11 Right Approach to SFE Right Sales Force Coverage & Frequency Monitor sales force execution in terms of targeting coverage and visit frequency. Plan / adjust sales force strategy.
12 Targeting Coverage and Visit Frequency LANTUS NOVOMIX 30 % Coverage 45.2% 45.1% 55.1% 52.5% SOV 21.2% 20.9% 20.6% 21.9% NOVOLIN 30R % Coverage 39.5% 35.3% 42.2% 39.2% SOV 18.3% 14.7% 14.1% 15.1% HUMULIN MIX % Coverage 28.2% 25.5% 23.8% 25.4% SOV 11.4% 10.5% 9.3% 9.1% % Coverage 22.0% 29.9% 31.3% 29.8% SOV 11.0% 13.8% 11.0% 10.7% Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q Q1 2011
13 Right Approach to SFE Right Targeting Implement the right activities given a particular reach of physicians Identify the key physicians that drive prescribing habits.
14 Physicians Targeting Data Increase Rx No Change Decrease Rx Frequent Prescriber Loyal To control Occasional Prescriber Conquered Passive Never Prescribed Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q Q1 2011
15 Right Approach to SFE Right Call Quality Understand how doctors evaluate sales reps performance regarding different attributes. Benchmark with competitors.
16 So, How Good are you with your Clients?
17 Reps Performance Evaluation Professional Behavior Total mentions weighted by rank (1st rank = 5, 2nd=3, 3rd=1) Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q1 2011
18 Reps Performance Evaluation Presentation Useful & Adapted to Your Practice Top of Mind Total Mentions NOVOLIN R 27.7% NOVOLIN R 25.0% NOVOMIX % NOVOMIX % LANTUS 10.6% HUMALOG 13.1% HUMALOG 8.5% LANTUS 12.2% HUMULIN MIX 8.5% HUMULIN MIX 10.1% HUMALOG MIX 6.4% HUMALOG MIX 4.8% NOVORAPID 6.4% NOVORAPID 4.5% LEVEMIR 2.1% LEVEMIR 2.7% NOVOLIN 30R 2.1% NOVOLIN 30R 1.5% Total mentions weighted by rank (1st rank = 5, 2nd=3, 3rd=1) Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q1 2011
19 Reps Performance Evaluation Quality Medical Education / Information Provided Total mentions weighted by rank (1st rank = 5, 2nd=3, 3rd=1) Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q1 2011
20 Reps Performance Evaluation Ability to Build Relationship Total mentions weighted by rank (1st rank = 5, 2nd=3, 3rd=1) Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q1 2011
21 Right Approach to SFE Right Messaging Monitor whether the sales reps are communicating the official messages to the doctors. Evaluate the impact of the messages communicated on the doctors. Identify which messages are driving prescription.
22 Lantus Top Recalled Messages
23 Lantus Communication ON & OFF Message Analysis Jan 2011 Feb 2011 Mar 2011 Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q1 2011
24 What Messages Are Driving Rx in This Market? Data Source: CSD PROMO Audit, Endo, 13 cities, China Data Period: Q1 2011
25 Sales Call Analysis Share of Voice (SOV) Q1 11 Share of Voice (SOV) % change over Q1 10 However Rx Intent: Increase Q1 11 Rx Intent: Increase % change over Q1 10
26 Novomix 30 Sales Call Analysis Fast acting on lowering blood glucose 20 % Good efficacy on controlling PPG 20 % Good efficacy on lowering blood glucose 13 % Progressive in lowering blood glucose 11 % Convenient to use 36 % Injection before meal 18 % Twice daily 10 % Injection during meal 10 % Less risk of having low blood glucose 65 % Safe to use, less side effect 26 % Lower risk of having low blood glucose at night 5 % General in term of safety 2 % Mixed insulin 39 % Supplement for basic insulin 36 % Mimic the physiological endogenous insulin to lower blood glucose 7 % Q # messages 790 LOYAL: Frequent prescriber with intent to increase or No change. CONQUERED: Occasional or Never prescriber with intent to increase. PERSUASION RATE: Loyal + Conquered
27 Novolin 30R Sales Call Analysis Good efficacy on lowering blood glucose 41 % Progressive in lowering blood glucose 21 % Reduce blood glucose level 8 % Fast acting/long acting on lowering blood glucose 6 % Convenient to use 31 % Twice daily 23 % Hypodermic injection 11 % Dosage 8 % Safe to use, less side effect 53 % Less risk of having low blood glucose 22 % Safe to use on diabetic patients with liver and kidney dysfunction 12 % Used to treat diabetes 40 % Used in the treatment of Type 1 diabetes 12 % Used in the treatment of Type 2 diabetes 11 % Wide scope of indication 9 % Q # messages 453 LOYAL: Frequent prescriber with intent to increase or No change. CONQUERED: Occasional or Never prescriber with intent to increase. PERSUASION RATE: Loyal + Conquered
28 Case Study Conclusion 1. Three areas where Sanofi outperformed: 1. Sales Force Size 2. Coverage and Frequency 3. Doctor Targeting 2. Three areas of improvement:? Reps Call Quality? Reps Call Messaging
29 Recommendations: Optimize Sales Force Strategy to Grab Market Share Continue investing in Detailing Reinforce official communication Further train your Sales Force Continue tracking SFE on a monthly basis
30 Why Continuous SFE Tracking Continuous Research provides: A quick detection of Marketing strengths and weaknesses allowing for timely action. The before and after changes pictures to the organization. Competitive activity knowing that it may happen at different times of the year. Data on how activity is received, including seasonality effects.
31 PROMO Audit Methodology This promotion audit tracks performance metrics on promotional activities through a standardized, transparent methodology: Results Analysis 5 1 Doctor Recruitment 2 Doctors receive Reps call Universally recognized methodology Continuously tracking all year around Comprehensive Quality Control System Data QC & Extrapolation 4 3 Doctors Fill Out Questionnaire Covers 17 Specialties within 13 cities in China Loyal Panel Doctors in China
32 Questions & Answers Don t be Blind when your competitors See!
33
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