nine dimensions of commercial excellence (sandeep bhat)

1 13 December, 2011

Sandeep Bhat

Nine Dimensions of Commercial Excellence Dimensions , Networks, and Accelerators

13 December 2011 – Scottsdale, Arizona

2 13 December, 2011

About MphasiS

• Observations

• Definitions

• Interactions

• Dimensions

• Accelerators

Agenda

3 13 December, 2011

Key Observations

Patient Centricity

• Effects of multichannel and digital marketing, social media and accessing the core customer and consumer – the contemporary idea of an e-patient

• DTC enables both an increased level of closeness to customer while also heightens risk and rapidity of information flow

M&A and BD&L vs. Internal Productivity

• Firms now question what is the “core” parts of their business and its operation and debate what to in-source versus out-source

• Firms seek partners amongst their industry peers for research, development, manufacturing, sales, and/or marketing

Rising R&D Costs

•Expected creeping of the cost of doing business in knowledge management and information-intense industry

•Explosion of novel data and insight in discovery research

Patent Expirations and Product Pricing

•Many expirations are to happen in the near future •Legacy product lines actively search for line extensions while generics and biosimilars present viable threats

•New and emerging public healthcare models are changing the way firms work with payors and rapidly affect where, how much, and who

Global Commercial Excellence

•Firms sincerely need to ensure both Sales Excellence and Customer Excellence – towards a whole host of stakeholders (patients, physicians, providers, formularies, payors)

Real World POV

Consumerism

Organic vs. Inorganic Growth

Cost of Innovation

Licensing and Pricing Models

Emerging Marketing and Sales Models

Business and IT POV

4 13 December, 2011

Commercial Excellence Core Definition

Commercial Excellence force, embracing all commercial interactions with

customers. The ultimate aim is to optimize impact by maximizing profit

contributions on all levels. COX comprises of (COX) goes far beyond the

activities of sales :

• Sales Excellence: Improves the performance of the traditional

biopharmaceutical sales model

• Customer Excellence: Seeks to maximize the impact of interactions with an

growing group of customers and stakeholders

Sales

Excellence

Customer

Excellence

Performance Interactions

Profit

5 13 December, 2011

Interactions

Biopharma Rep

Patient

Physician

Provider

Formulary

Payer

Peers

Contact Center

Webinars, CME

E-Detailing

Social Media

Portals

Market Access Team

Sales Excellence Customer Excellence

Customers

6 13 December, 2011

Dimensions

Commercial Excellence

Customer Relationship Management

(CRM) Key Account Management

(KAM)

Sales Force Capability

Enhancement

(SFCE)

Targeting

(Tar)

Business Efficiency

Management

(BEM)

Resource Deployment & Development

(RDD)

Promotional Mix

(PM)

Marketing Excellence

(ME)

Alternate Sales

Channels

(ASC)

Sales

Excellence

Customer

Excellence Profit

7 13 December, 2011

Customer Relationship Management


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Place the customer's needs first

•Deeply understand your customers

•Align organization's capabilities to

deliver better value to customers

Impact

•Addresses prospective and attractive

customers through a proper channel

•Decreases customer service costs

and improve returns

• Improves customer retention by

providing customized and tailor-made

offerings

8 13 December, 2011

Key Account Management


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Manage the key stakeholders

•Physician

•Formulary/Pharmacy

•Provider

•Payer

Impact

•Account specific focus

•Account based strategy

•Customized/flexible pricing strategy

•Tailored messaging and

communication

•Secure customer commitment and

future customer access

9 13 December, 2011

Sales Force Capability Enhancement


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Enable sales force

Accurate Product/Customer/Market

Data

Availability even on an offline mode

Mobile solutions

Impact

•Availability critical business data

• Improved planning

•Enhanced customer engagement

•Better Response

• Increased returns

10 13 December, 2011

Targeting


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Right profiling for right positioning

•Customer profiling

•Product positioning

•Right messaging

Impact

•Right reach and penetration

•Better customer insights

•Message/communication

optimization

•Sustained CRM


Business Efficiency Management


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Focus on effective KPIs

• Identifying effective KPIs

•Gaps in effectiveness measurement

•New KPIs

Impact

•New or innovative value delivering

KPIs

•Consistent evaluation of product

knowledge/selling skills

•Performance management


Resource Deployment and Development


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Bringing right practices

•Right resources

•Appropriate orientation

•Proper development plan

Impact

• Improved PMP(per man productivity)

•High employee satisfaction levels

•Consistent learning

•Right recognition

•Enhanced organization-employee

alignment


Promotional Mix


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Optimization of promotion mix

•Personal Selling

•Sales promotion

•Advertising

•Public relations

Impact

•Optimal utilization of conventional

sales force and alternate channels

•Right channel for right customers

•Right approach for right

•Communication

•Right methodology to enhance

equity(brand or corporate)


Marketing Excellence


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Successful management of 4Ps

•Product

•Price

•Place

•Promotion

Impact

•Effective execution of strategy

•Maximizing returns

•Appropriate PLC management

•Optimal stakeholder management


Alternate Sales Channel


CRM

KAM

SFCE

Tar

BEM RDD

Prom Mix

Mkt Ex

ASC

Other than „conventional channel‟

•E-detailing

•Webinars

•Focus group meetings

•Panel discussions

•Social media

•DTC

Impact

•3600 customer experience

•Understanding customer

environment

•Customized customer engagement

• Instant feedback

•Customer excellence


Biopharma Rep

Patient

Physician

Provider

Formulary

Sales Excellence

Customers

Dynamic Detailing

Interaction Analytics

CRM

SFA

Sales Analytics

eLearning

Payer

Accelerators for Sales Excellence


Patient

Physician

Provider

Formulary

Payer

Peers

Contact Centre

Webinars, CME

eDetailing

Social Media

Portals

Market Access Team

Customer Excellence

Customers

Multi-channel Marketing

Web Analytics

Dynamic Mail Template

Social CRM

Social Media Analytics

Mobile Apps

Accelerators for Customer Excellence


C 2011 MphasiS

The information contained herein is subjected to change without notice.

Thank You

Sandeep Bhat

[email protected]

mailto:[email protected]

nine dimensions of commercial excellence (sandeep bhat)

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