Session 2
Perception is Reality. Measuring SFE
and the implications for Pharma
Delphine Perridy, Cegedim Strategic Data, China
Sebastien Gaudin, Sanofi Aventis, China
Perception is Reality
Case Study By Sanofi &
Cegedim Strategic Data
Measuring SFE and the Implication
for Pharma
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.
Current Situation Assessment
(Reality Check?)
Data Source: CSD PROMO Audit, Endo, 13 cities, China
Data Period: Q1 2010 – Q1 2011
Reality Check Objective
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.
Right Sales
Force Size
Right
Coverage &
Frequency
Right
Targeting
Right Call
Quality
Messaging
Right
In-Depth Tactical
View of Lantus’s
Sales Force
Effectiveness
•
Benchmark sales force levels.
•
Determine and adjust full time rep
equivalents (FTE) by brand.
•
Plan / adjust sales force levels.
Right Approach to SFE
Right Sales
Force Size
Insulin Market FTE
Data Source: CSD PROMO Audit, 17 specialties, 13 cities, China
Data Period: MAT Q1 2010 Vs MAT Q1 2011
108% 34% 41% 68% 97% 412% 164%
•
Monitor sales force execution in terms
of targeting coverage and visit
frequency.
•
Plan / adjust sales force strategy.
Right Approach to SFE
Right Sales
Force
Coverage &
Targeting Coverage and Visit Frequency
% 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% % Coverage 39.5% 35.3% 42.2% 39.2% SOV 18.3% 14.7% 14.1% 15.1% % Coverage 45.2% 45.1% 55.1% 52.5% SOV 21.2% 20.9% 20.6% 21.9%LANTUS
NOVOMIX 30
NOVOLIN 30R
HUMULIN MIX
Data Source: CSD PROMO Audit, Endo, 13 cities, China
Data Period: Q2 2010 - Q1 2011
•
Implement the right activities given a
particular reach of physicians
•
Identify the key physicians that drive
prescribing habits.
Right Approach to SFE
Right
Targeting
Physicians Targeting Data
Data Source: CSD PROMO Audit, Endo, 13 cities, China
Data Period: Q2 2010 – Q1 2011
Frequent Prescriber
Occasional
Prescriber
Never Prescribed
Increase Rx
Loyal
Conquered
No Change
Passive
Decrease Rx
To control
•
Understand how doctors evaluate sales
reps performance regarding different
attributes.
•
Benchmark with competitors.
Right Approach to SFE
Right Call
Quality
So, How Good are you with
your Clients ?
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
Reps Performance Evaluation
Presentation Useful & Adapted to Your Practice
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
25.0% 23.8% 13.1%12.2%
10.1% 4.8% 4.5% 2.7% 1.5% NOVOLIN R NOVOMIX 30 HUMALOG LANTUS HUMULIN MIX HUMALOG MIX NOVORAPID LEVEMIR NOVOLIN 30RTotal Mentions
27.7% 27.7%10.6%
8.5% 8.5% 6.4% 6.4% 2.1% 2.1% NOVOLIN R NOVOMIX 30 LANTUS HUMALOG HUMULIN MIX HUMALOG MIX NOVORAPID LEVEMIR NOVOLIN 30RTop of Mind
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
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
•
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.
Right Approach to SFE
Right
Messaging
Lantus Communication
ON & OFF Message Analysis
Data Source: CSD PROMO Audit, Endo, 13 cities, China
Data Period: Q1 2011
Data Source: CSD PROMO Audit, Endo, 13 cities, China
Data Period: Q1 2011
What Messages Are Driving Rx in
This Market?
Rx Intent: Increase
Q1 11 Rx Intent: Increase
% change over Q1 10 Q1 11 Share of Voice (SOV)
% change over Q1 10
However
Share of Voice (SOV)
# 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
Q1 2011
Mixed insulin 39 % Supplement for basic insulin 36 % Mimic the physiological endogenous insulin to lower
blood glucose 7 % 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 % 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 %
# 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
Q1 2011
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 % 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 % 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 %
Case Study Conclusion
1. Three areas where Sanofi outperformed:
2.
Three areas of improvement:
? Reps Call Quality
? Reps Call Messaging
1. Sales Force Size
2. Coverage and Frequency
3. Doctor Targeting
Recommendations:
Continue investing in Detailing
Reinforce official communication
Further train your Sales Force
Continue tracking SFE on a monthly basis
Optimize Sales Force Strategy to
Grab Market Share
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
PROMO Audit Methodology
1
Doctor
Recruitment
Doctors receive
Reps call
2
Doctors Fill Out
Questionnaire
3
Data QC &
Extrapolation
4
Results
Analysis
5
Universally recognized
methodology
Continuously tracking all
year around
Comprehensive Quality
Control System
Covers 17 Specialties
within 13 cities in China
6000+ Loyal Panel
Doctors in China
This promotion audit tracks performance metrics on promotional
activities through a standardized, transparent methodology:
