India's largest platform for AI & Analytics leaders, professionals & aspirants

Sign in

India's largest platform for AI & Analytics leaders, professionals & aspirants

3AI Digital Library

Customer Affiliations

September 10, 2020

A leading player in the pharma industry

Problem Statement

  • Changing pharmaceutical market requires new flexible operational models to improve sales force efficiency
  • Managed care controls physician and patient access to drug treatment (formulary status)
  • Physicians embrace group practice structure to effectively manage cost of doing business
  • Pharmaceutical companies need to conduct business with significantly reduced sales forces (reach/ frequency/ segmentation/ alignments)

Analytics Led Approach

  • Build a physician-account affiliations database that would map all the PCP targets to the account they work out of – data for this comes from IMS-HCOS, client internal database & Web; BPO (by contacting targets / accounts) & client sales force validate & add affiliations.
  • In cases where one physician is affiliated to several accounts, identify the best account to reach the physician
  • Provide summaries of the database at territory, region & division levels

Business Impact

  • Calling on accounts rather than individual targets would improve sales force efficiency
  • Reaching out to the most influential accounts would increase revenues of the marketed drugs
  • Summaries at territory, region and division levels would help optimize call plans

Critical Success Factors

  • Affiliations database have a much higher accuracy and better coverage compared to affiliation information obtained from HCOS
  • Identify the IDN accounts that control the buying behavior of accounts in the database

    3AI Trending Articles

  • Transforming Customer Experience in Contact Centers using AI

    Author: Sudha Bhat, AVP – Customer Analytics, Genpact Modern customers are conscious buyers and do not settle for less. The pandemic has further emphasized the need to provide an exceptional customer experience. Customer support is one of the critical touchpoints to drive experience. It is even more relevant in today’s super competitive digital era, where […]

  • Using AI to Outwit Malicious AI

    Robust Intelligence is among a crop of companies that offer to protect clients from efforts at deception. IN SEPTEMBER 2019, the National Institute of Standards and Technology issued its first-ever warning for an attack on a commercial artificial intelligence algorithm. Security researchers had devised a way to attack a Proofpoint product that uses machine learning to identify spam emails. The system produced email headers […]

  • A peek into how AI will dominate functioning of Next Gen GBS

    Author: Saswata Kar, Head – Analytics & Data Sciences, Philips GBS | LinkedIn – Global Business Services or GBS is the collective name given to centralized hubs where big corporations have moved processes that can benefit from centralization, standardization, and automation. The location for these centers is largely governed by cost considerations and talent […]

  • IIT Delhi Offers Free Online Course on AI

    IIT Delhi is offering a free online 12-week programme on Artificial Intelligence with a certificate on completion. Indian Institute of Technology (IIT) Delhi is inviting registrations from those who would like to enrol for a 12-week long free online course on Artificial Intelligence. This programme will be offered on the National Programme on Technology Enhanced […]