Customer Affiliations

3AI 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