1. South America SFE Congress Buenos Aires 2008,October

2. Theory Practice3 years Sales Representative - Field6 months Training Associate - Internal2 years DM - Field2 years SFE Manager - Internal2 years Regional Manager - Field3 years Sr SFE Manager - Internal1 year Sales Force National Manager - Field

3. Sales process complexity Sales Disruption Call Planning Data Utilization Sales Management Coaching Targeting Compensation Message Frequency Territory Management Training Marketing Programs Meetings Internal Benchmarking Marketing Strategy Alignment Carlos Grzelak Jr.

4. Organizing the Key Elements – Sales Force approach Internal factors Sales Force size/ structure Customers panel composition Internal and External Customer’s satisfaction Resource Allocation Results Call Effectiveness External factors

5. Metrics/tools may help to follow up all steps… Calls by segment Frequency and Coverage Samples by segment Gimmicks by segment Invitations by segment Educational support by segment Incentive Plan

6. Metrics/tools may help to follow up all steps… Internal Customer survey External customer survey InternalSALES

7. Smart Resource Allocation project tackles 4 elements Internal factors Sales Force size/structure Customers panel composition Internal and External Customer’s satisfaction Resource Allocation Results Call Effectiveness External factors

8. New metrics introduced to sales force 5.Rxevolutionbymovingquarters 6.SOM evolutionbymovingquarters 3.Message recall andMessageretention 4.Disruptionlevel Resource Allocation Call Effectiveness Results 1.Calls by segment Frequencyand Coverage 2.Samples,invitations,gimmicks,... by segment

9. 1.Calls by Segment - Frequency and Coverage Frequency: % of MDs getting the desired number of calls in a selected period ( ex: three cycles) Coverage : % of MDs getting the desired number of calls in one single cycle

10. 1.Calls by Segment - Frequency and Coverage 2 Frequency x Coverage Cycle 1 1 3 4 5 6 7 8 9 10 90% 90% Coverage: Frequency:

11. 1.Calls by Segment - Frequency and Coverage 2 Frequency x Coverage Cycle 2 1 3 4 5 6 7 8 9 10 90% 80% Coverage: Frequency:

12. 1.Calls by Segment - Frequency and Coverage 2 Frequency x Coverage Cycle 3 1 3 4 5 6 7 8 9 10 90% 70% Coverage: Frequency:

21. Sales Rep : planning and organization skills are demanded

22. Vacant sectors are considered (MDs are not being “impacted”)

23. Hiringprocessmustbeaccurate – bankofcandidatesIt canbeadapted to your business needs – numberofcallsbysegment,period for frequencyevaluation,lessor more rigidrules,... Improvingfrequency = Sales Increase =ROI

25. SmartResourceAllocationdefinition : A ›B › C

26. Segmentationwasconductedbyproduct (10 promotedproducts)Improvedresourceallocation = ROI = Sales increase

27. 3.Message recall and Message retention PM SRs/DMs MD Messageleakage Howmuch(?) Messageleakage Howmuch(?)

29. Message recall may be conducted – by phone - at least twice a year (1st wave/Baseline and 2nd wave)

30. 30% of recall index is a standard

33. Sales Reps more focused

34. Product Managers must follow a method before launch new detail pieces ( focus groups and field tests with detail pieces required )

35. A very good way to diagnose the situation and promote adjustments : Sales Rep?Detailpiece?Whatchanges are required to improve message transmission ? What changes are needed to sell more ?Message recall is a veryrichmetric. Theonlyway to havebadresultslinked to a highmessage recall is whenthemessage is bad HighMessage Recall = Sales increase = ROI

37. Disruption due to MDs that were changed between Reps

38. Disruption by territory,district,region,whole country

40. Possibility of measuring the impact due to a restructure process Wheneverythingseems to begoodbutresults do not come up, maybeDisruptionindexmaygiveyouananswer.

42. Alignedwithfrequencymeasurement (movingquarter)

43. FocusonRxshare,notnumberofRx

45. Alignedwithfrequencymeasurement (movingquarter)

48. Message recall to beconductedattheendoftheyear

52. Does it increase sales ? YTD 08 Results *Gov. sales **Supplyissues Source:DDD/IMS PreviousPeriod: Jun/08-Dec/08 YTD 08 : Jan/08– Jul/08

54. Sponsorship is fundamental

55. Strong interaction between Sales and Marketing