Prepared by Tawfik Eweda Pharmaceutical Marketing Coach SFE specialist

What do you want from your sales force ? What is KPIs? Why ? Types of KPIs Reports .
It gives you a comprehensive and bigger picture how to track sales performance Also it provides a tracking drivers for other supporting departments Very useful in pre launch cross functional teams It helps you to turn your launch into management by objectives process

 Sales

force productivity can be tracked as follow : 1. Sales /rep 2. Sales growth /rep 3. Units sales/call 4. Market share 5. Field force cost

It is a standardized unbiased performance tracking tool formulated through IT Dashboard that gives where the company has been ? where it is going ? Also it brings together Sales Force and other affiliated activities, and Brands Metrics

 To

increase Brand performance understanding the key business drivers Also it gives a consistent & timely tracking of brand success to make the difference

Pre-launch KPIs

Post-launch KPIs

1. 2. 3. 4.

Physician behavior KPIs Market Activity based KPIs Market access KPIs Scientific medical liaison KPIs

1. 2. 3. 4. 5. 6.

Message input QTQ Message effectiveness Customer perception Product range KPIs Rx sales and share

Incentives KPIs

 Pre-Launch

KPI Reports are issued quarterly. Post-Launch KPI Reports are produced on a monthly bases. Both reports are issued on 24th of the month. Activity KPIs are updated quarterly with the available data. Most of the Brand KPIs are updated with each wave of an physician behaviour study using AIDA Model (Awareness , interest , desire ,trial , usage )

Pre-launch KPIs

of Drs who are totally aware of the brand

of DRs who are willing to prescribe brand

Pre-launch KPIs

Full

market analysis Formulating brand strategy Company action plan

These KPIs can be measured by both techniques : Qualitatively : on progress against time Qualitatively : against company standard

Pre-launch KPIs

Clinical

& technical files conformity (WHO,FDA,EMEA guidelines and country of reference ) Planned vs. actual date of approval Planned vs. actual date of approval of price Target price vs. actual price (% of deviation) Planned vs. actual date of reimbursement Reimbursement restrictions

Pre-launch KPIs

Number of KOLs developed by SC.OP % of KOLs under development

the following terminology is used throughout to identify the type of Opinion Leader that is being referenced Key Opinion Leader (KOL): An academic expert in a disease area recognized as such by his peers, at Global and National level. Key Influential Physicians (KIP): Generally a physician with a high volume of patients recognized and trusted by his peers within a region as the expert in treating certain types of pathologies (KIPs are also often referred to as Local or Regional Opinion Leaders) Key Advocacy Influencer (KAI): Refers to those individuals considered influential in the Regulatory, Pricing and Reimbursement processes. (KAIs are sometimes referred to as Advocates)

Post-launch KPIs

Number

of DRs who acquired clear ,right and simple competitive message Number of DRs who retained the message after 3 months of launch

Post-launch KPIs

Qualitative KPIs Quantitative KPIs

Budget Market share Turnover ROI Number of calls/rep/day % of coverage Usage rate of central event Number of field days/rep Number of group meeting/month SOV(Share of voice) Number of manager coaching days Results orientation Customer orientation Expertise Self-assurance Self-initiation Teaming Communication Customer satisfaction index Call quality index FF Satisfaction index Retention of top performers Turnover of low performers

Targeting KPIs
Coverage rate Call allocation rate Targeting effectiveness ratio Number of Rxs/target physician Number of Target Drs Rxing the brand

Post-launch KPIs

Promotional

expenditure vs. competition Brand SOV /product mix or portfolio % of unaided brand awareness % of unaided recall of the message Number of Drs who see message is relevant Number of Drs who see message is believable Number of Drs who see message is driving them to Rx

Post-launch KPIs

Customer

perception of brand attributes vs. competition Customer perception about brand safety Customer perception about brand (value added vs. cost leader ship) Customer perception about brand efficacy Customer perception about brand cost effectiveness
These drivers can be aided by the development of perceptual map

Post-launch KPIs

Share

of brand /specialty Share of brand /indication

Useful for antibiotics in different indications that requires detailing in different segments . Can be measured on each segments according to brand positioning and company brand strategy

Post-launch KPIs

TRx

vs. Budget TRx vs. competition TRx share vs. competition Sales vs. Target Market Share vs. Target Market Share vs. Competition Market share vs. same period PY % Brand share of market in class A Drs

of sales force eligible for incentive pay. % of discrepancy in merit increase between top performers and underperformers . % of top performers receiving top pay . % of special incentive scheme during launch.

These KPIs should be aligned with launch objectives and should be motivating and challenging !!

For feed back, further information Please contact me Tawfik Eweda , Cairo. Egypt tawfeeke@gmail.com 01222305418 Sales force effectiveness Sales & marketing management Sales and marketing training