Competing Against Big Box Stores · management • Call plan design • Call plan optimization • Call plan rules • Business rule capture • Field collaboration/ adherence •

Call Planning

Presented by: Chet Baboor, Senior Director

Vineet Rathi, Senior DirectorOctober 2015

WELCOME !! Today’s webinar hosts

Copyright © 2015 Axtria, Inc. All Rights Reserved.

2

VINEET RATHISenior Director, Axtria

CHETAN BABOORSenior Director, Axtria

Chris WallsPMSA Organizer

PMSA Sales Planning & Operations Webinar Series

All PMSA Webinars available via http://www.pmsa.net/conferences/webinar

• Promotion Response Modeling 9/16/2015

• Sales Force Size and Portfolio Optimization 9/30/2015

• Territory Alignments & People Placement 10/14/2015

• TARGETING & CALL PLANNING Today

• Incentive Compensation 11/11/2015

All Webinars at 12:00 noon Eastern time


3

http://www.pmsa.net/conferences/webinar

4


Call planning is an integral part of the overall sales planning process

High level Function

Segmentation & Promotion Response

Sales Force Design

Sales Force Deployment

Sales Activity PlanSales Quota,

Incentive Compensation

Sales Operation Measurements

Brand Optimization

Processes

Sales Size & Structure

Alignment Call Plan CompensationExecution and Measurement

• Segmentation & Targeting

• Promotion Response Modeling

• Portfolio optimization

• Field Force size and structure

• Sales Territory design

• Alignment maintenance

• ZIP movement, Account movement & Roster management

• Call plan design

• Call plan optimization

• Call plan rules

• Business rule capture

• Field collaboration/adherence

• Compensation plan design

• Design simulation

• Goal setting

• Plan implementation

• Plan administration

• Reporting

• Library of KPI

• Library of reports

• iPad reporting

• Web reporting

• Ad-hoc reporting

Function

5


Today’s webinar has the following objectives:

Provide an overview of Targeting and Call Planning

concepts

Walk through ‘typical’ call planning & field feedback

processes

Share lessons learned Answer your questions

A call plan translates the sales and marketing strategy into detailed tactical steps that are then executed by the field


6

Who will I call on this cycle, this week, today?

Who are my imp customers?

Which product do I present to Dr. XYZ?

Who do I invite to this KOL meeting?

Which doc segments are important for this brand?

What frequency do we need?

Which physicians should we reach this cycle?

Which products should be detailed together?

Strategy ActionPlan

HQ FieldCommunication

7


So what is a call plan?

• Who to call?

– List of customers that are to be called (Reach)

– Customer information

• Demographics

• Prescription data

• Segment membership

• Etc

• When to call?

– The number of calls to be given to each customer (Frequency)

• What to call for?

– Products to be promoted

– Order / priority in which products are to be promoted

Green

Brown

White

Dr. Calls/Yr P1 P2 P3

24

16

12

Call Plan: Resource Allocation

P1 - Primary product

P2 - Secondary Product (50% effective)

P3 - Tertiary Product (10% effective)

8


So what? Why is it important?

Source: Axtria analytics, top tier life sciences firms

9


Not all call plans are alike..

Rules Based Call Plan

Calls are assigned to physicians based on “rules” (usually segment level frequencies derives from sales force or brand strategy)

Response / ROI Based Call Plan

Calls are assigned in a manner that maximizes the total promotional response achieved by the call plan

Hybrid Call Plan

Most call plans are hybrid call plans where calls are assigned to maximize the promotion responsiveness while meeting the necessary constraints & rules

10


The key is to maximize portfolio value while trading off conflicting priorities

- Contractual requirements & brand mandates

- Workload vs required coverage & territory balancing

- Segment focus, etc.

- Physician value: Brand vs. Portfolio

- Access challenges

- Field relationships

- Field ownership

Maximize portfolio value !

11


What do ‘typical’ project processes look like?

Kick-offBusiness Rules

FinalizationCall Plan

GenerationCall Plan

Diagnostics

Roll Out & CRM

Integration

Call Plan Feedback

Call Planning

Requirement Gathering

System Configuration Customization

UATCommunicatio

n & TrainingProduction

Support

Field Force Feedback

• Why need this project?

• Whom to engage ?

• What degree buy-in ?

• Go live date?

• Available data

– Collect and process

– What is missing?

12


Project Kick-off

KEY DECISIONS



GenerationCall Plan

DiagnosticsRoll Out & CRM

IntegrationCall Plan Feedback

• Do they meet strategic, financial and operations objectives?

• Are they implementable?

• Which ones are hard constraints vs soft targets?

• What has changed from previous cycle?

13


Targeting Business Rules

KEY DECISIONS



GenerationCall Plan



Product weights by Team

Maximum Territory capacity

Min/Max Target doctors per Territory

Territory / Team Level

Physician level

Physician-Rep level

Access based rules

Response-curve based optimization

Specialty/Other exclusions

Relationship preservation from previous quarters

Allowable frequencies based on segments/quintiles/groups

Dimensions Specific Rules

National / Brand

mandates

% Reach by segment/quintile/specialty

Min no. of PDEs for certain products in specific segments

• Conflicting rules? What are the tradeoffs? (remember the whack-a-mole effect!)

• Which scenario best meets the strategic, financial and operational imperatives?

• Which one is least disruptive?

• Are all home office stakeholders aligned?

14


Call Plan Generation

KEY DECISIONS



GenerationCall Plan



• Writers

• Targets

Analysis Universe

• D/M/R

• Exclusions

Eligible Universe • Response

• Rules

Optimize

• Vitals

• Rule Check

Diagnose

Iterations

Call plan diagnostic reports are the basis for discussing and finalizing the call plans across stakeholders


15

Illustrative



GenerationCall Plan



16


Call Plan Feedback



GenerationCall Plan



17


Roll Out & CRM Integration



GenerationCall Plan



• Timing and outputs required by multiple stakeholders

– Change summaries

– Final call plans

– CRM / SFA feeds

– Offline packets

– Field feedback reports

– Follow up analysis

KEY DECISIONS

18


The process for getting the field feedback system up & running is initiated in parallel



GenerationCall Plan

Diagnostics

Roll Out & CRM

Integration

Call Plan Feedback

Call Planning

Requirement Gathering

System Configuration Customization

UATCommunicatio

n & TrainingProduction

Support

Field Force Feedback

19


Field Feedback Platform

• Increases accuracy of plan

– Through rep input of local knowledge

• Improves access

– Adjust assignments given rep relationships

• Drive adherence

– Through better rep buy-in

• Maintain alignment with objectives

– With flexible decision support process

A web-based collaborative platform enables sales reps to adapt call plans and collaborate with other reps in the field. This can be deployed and imbedded into your SFA system

Field Input Tool

Business Rules

Rep Diagnostic Reports

Access: Ability of improving access by leveraging representative relationships

Field buy-in: Ability to incorporate representative requested targeting and call changes through a structured workflow and approval process

Decision support: A decision dashboard that allows representatives and DMs to make targeting and call changes without disrupting the strategic guidance at the product/indication level

Decision Dashboard

DM Diagnostic Reports

• Provide context and rationale so rep understands how plan achieves objectives

• Allows rep adjustments –coordinated across team members / field forces

• Guidelines to ensure changes fall within acceptable parameters

• Approval process for changes requiring DM review (e.g., transfer target)

Field Feedback Tool

20


Lessons learned

Collaborative & transparent process to

reconcile conflicting priorities

Field needs to be fully “bought in” into their call

plans

Process rigor: data, analysis, change mgmt.,

communication

Place call plans “on the shelf” – generate based on

market events than calendar

Have field input “ALWAYS ON”

Include selected field level investments – samples,

speaker programs, teleservice, etc.

Customer landscape now is more complex

Slide 21

Group Practice

KOL

Provider / IDN

Patient / Consumer

Managed Care

Prescriber

RxPharmacy

Emerging call planning dimensions to consider …

• Group practice/Account based call plans

• Incorporating IDN influence and payer access

• Decision science based Next Best Action recommendations

• Integrating personal with non-personal promotion


22

Questions ?!

Documents

Competing Against Big Box Stores · management • Call plan design • Call plan optimization • Call plan rules • Business rule capture • Field collaboration/ adherence •