Nine Dimensions of Commercial Excellence outlines nine dimensions to optimize commercial interactions and maximize profit contributions: 1) customer relationship management, 2) key account management, 3) sales force capability enhancement, 4) targeting, 5) business efficiency management, 6) resource deployment and development, 7) promotional mix, 8) marketing excellence, and 9) alternate sales channels. It also discusses accelerators like dynamic detailing, interaction analytics, and social media analytics to improve sales and customer excellence.
3. Key Observations
Real World POV Business and IT POV
Patient Centricity Consumerism
• 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 Organic vs. Inorganic Growth
• 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 Cost of Innovation
•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 Licensing and Pricing Models
•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 Emerging Marketing and Sales Models
•Firms sincerely need to ensure both Sales Excellence and Customer
Excellence – towards a whole host of stakeholders (patients, physicians,
providers, formularies, payors)
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4. 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
Performance Interactions
Sales Customer
Excellence Profit Excellence
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5. Interactions
Patient Peers
Contact Center
Physician
Webinars, CME
Biopharma Rep Provider
E-Detailing
Social Media
Formulary
Portals
Payer
Market Access Team
Customers
Sales Excellence Customer Excellence
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7. Customer Relationship Management
Place the customer's needs first
• Deeply understand your customers
• Align organization's capabilities to
CRM
deliver better value to customers
ASC KAM
Impact
• Addresses prospective and attractive
Mkt
SFCE customers through a proper channel
Ex Commercial
• Decreases customer service costs
Excellence
and improve returns
Prom • Improves customer retention by
Tar providing customized and tailor-made
Mix
offerings
RDD BEM
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8. Key Account Management
Manage the key stakeholders
• Physician
• Formulary/Pharmacy
CRM
• Provider
ASC KAM • Payer
Impact
Mkt
SFCE • Account specific focus
Ex Commercial
• Account based strategy
Excellence
• Customized/flexible pricing strategy
Prom • Tailored messaging and
Tar communication
Mix
• Secure customer commitment and
RDD BEM future customer access
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9. Sales Force Capability Enhancement
Enable sales force
Accurate Product/Customer/Market
Data
CRM
Availability even on an offline mode
ASC KAM Mobile solutions
Impact
Mkt
SFCE • Availability critical business data
Ex Commercial
• Improved planning
Excellence
• Enhanced customer engagement
Prom • Better Response
Tar • Increased returns
Mix
RDD BEM
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10. Targeting
Right profiling for right positioning
• Customer profiling
• Product positioning
CRM
• Right messaging
ASC KAM
Impact
• Right reach and penetration
Mkt
SFCE • Better customer insights
Ex Commercial
• Message/communication
Excellence
optimization
Prom • Sustained CRM
Tar
Mix
RDD BEM
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11. Business Efficiency Management
Focus on effective KPIs
• Identifying effective KPIs
• Gaps in effectiveness measurement
CRM
• New KPIs
ASC KAM
Impact
• New or innovative value delivering
Mkt
SFCE KPIs
Ex Commercial
• Consistent evaluation of product
Excellence
knowledge/selling skills
Prom • Performance management
Tar
Mix
RDD BEM
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12. Resource Deployment and Development
Bringing right practices
• Right resources
• Appropriate orientation
CRM
• Proper development plan
ASC KAM
Impact
• Improved PMP(per man productivity)
Mkt
SFCE • High employee satisfaction levels
Ex Commercial
• Consistent learning
Excellence
• Right recognition
Prom • Enhanced organization-employee
Tar alignment
Mix
RDD BEM
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13. Promotional Mix
Optimization of promotion mix
• Personal Selling
CRM
• Sales promotion
ASC KAM • Advertising
• Public relations
Mkt
SFCE Impact
Ex Commercial
Excellence
• Optimal utilization of conventional
Prom sales force and alternate channels
Tar • Right channel for right customers
Mix
• Right approach for right
RDD BEM • Communication
• Right methodology to enhance
equity(brand or corporate)
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14. Marketing Excellence
Successful management of 4Ps
• Product
CRM
• Price
ASC KAM • Place
• Promotion
Mkt
SFCE Impact
Ex Commercial
Excellence
• Effective execution of strategy
Prom • Maximizing returns
Tar • Appropriate PLC management
Mix
• Optimal stakeholder management
RDD BEM
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15. Alternate Sales Channel
Other than „conventional channel‟
• E-detailing
CRM
• Webinars
ASC KAM • Focus group meetings
• Panel discussions
• Social media
Mkt
SFCE • DTC
Ex Commercial
Excellence
Impact
Prom
Tar • 3600 customer experience
Mix
• Understanding customer
RDD BEM environment
• Customized customer engagement
• Instant feedback
• Customer excellence
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17. Accelerators for Customer Excellence
Multi-channel Marketing
Patient Peers
Web Analytics
Contact Centre
Physician
Dynamic Mail Template Webinars, CME
Provider
eDetailing
Social CRM
Social Media
Formulary
Portals
Social Media Analytics
Payer
Market Access Team
Customers
Mobile Apps Customer Excellence
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18. Thank You
Sandeep Bhat
sandeep.bhat@mphasis.com
C 2011 MphasiS
The information contained herein is subjected to change without notice. 18 13 December, 2011