In the competitive pharmaceutical industry, executing a successful new drug launch hinges not only on a well-researched product but also on the effectiveness of the call planning strategy employed by the sales force. Efficient call planning in pharma ensures that the right message reaches the right audience at the right time, thereby improving sales force productivity, reducing time-to-market, and enhancing physician engagement. Infiniti Research’s innovative approach helped a major pharmaceutical company streamline its call planning process, delivering results that impacted sales performance and team satisfaction.
Client Background
A leading pharmaceutical company based in the United States, known for its diversified portfolio across therapeutic areas such as respiratory, diabetes, cardiovascular, oncology, and neuroscience, faced the challenge of optimizing its sales force engagement for a new drug launch. With a vast field team of over 500 sales representatives, the client aimed to stay lean, competitive, and agile while ensuring their new drug launch was as successful as possible. This required a tailored and effective call planning strategy that would allow for a comprehensive and adaptable approach across multiple therapeutic segments.
Client Challenges
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With retail teams spread across multiple therapeutic areas, including respiratory, oncology, cardiovascular, and more, it became increasingly difficult to maintain alignment and cohesion in their sales strategy. The varying needs across each therapeutic area created a challenge in building a unified call plan.
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The existing call plans were unable to effectively address the nuances of a new drug launch, especially considering the complexity of each therapeutic area and the varying physician needs. There was a lack of data-driven insights to inform targeting and call frequency, leading to suboptimal sales force utilization.
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With over 500 sales representatives, maintaining regular communication and ensuring proper buy-in for new call plans was a challenge. The client needed a streamlined system that could facilitate timely updates and changes while aligning the field force with sales leadership's vision.
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Understanding the physician landscape and aligning sales efforts with the most influential and receptive targets was crucial for the success of the launch. However, the client lacked actionable insights into physician valuation and targeting, limiting the effectiveness of their call plans.
Solutions Offered by Infiniti Research
Infiniti Research was approached to help the client optimize its call planning in pharma for the new drug launch. The team leveraged their industry expertise, data analytics, and comprehensive research methodologies to provide actionable solutions.
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Segmentation and Alignment:
Infiniti Research began by conducting a thorough analysis of the pharmaceutical client’s sales force alignment. This included segmentation of the physician universe across various therapeutic areas, such as oncology and respiratory, using advanced analytics and data-driven insights. By better understanding the physician landscape, Infiniti created a refined call plan to ensure that the right physicians were targeted at the right time.
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Call Plan Optimization:
Infiniti provided a revised call planning strategy, ensuring that the targeting process was fine-tuned for both existing and new drugs. The revised plan incorporated feedback from the sales field force and aligned with sales leadership’s goals. By utilizing insights into physician behavior and market dynamics, the call plan was designed for maximum impact and efficiency.
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Primary and Secondary Research:
Infiniti Research conducted both primary and secondary research to gather insights into the pharmaceutical industry landscape. Through interviews with key stakeholders, including physicians, industry influencers, and market experts, Infiniti developed a deep understanding of the client’s market environment. This helped to refine the call planning approach and address gaps in physician targeting.
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Sales Force Buy-In and Field Intelligence:
Infiniti’s team worked closely with the sales leadership to ensure the new call plan was adopted and executed efficiently. Regular updates and rollouts were implemented, ensuring the field force remained aligned and engaged throughout the launch phase. Additionally, field intelligence data was used to refine call plans in real time, making the process more dynamic and adaptable to changes in the market.
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Data-Driven Insights for Faster Decisions:
By using advanced analytics and machine learning models, Infiniti Research provided the client with actionable insights on market trends, physician preferences, and sales force performance. This data-driven approach enabled the client to make faster decisions and implement regular plan refreshes, ensuring their sales force was always on the cutting edge of the market.
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Impact Delivered
Improved Sales Force Utilization:
By aligning the call plans with the most impactful physician segments, the pharmaceutical company was able to maximize the effectiveness of its 500+ sales representatives. The revised call plan resulted in better targeting, higher-quality calls, and increased engagement with high-value physicians.
Reduced Time to Market:
With an optimized and data-backed call plan in place, the client was able to reduce time to market for their new drug launch. The efficient rollouts and timely updates to the call plan allowed the sales force to quickly adapt to market conditions and drive faster results.
Increased Adherence and Satisfaction:
The revised call plan resulted in enhanced call adherence, as the sales team could execute their strategies with more precision. Field force satisfaction also saw a significant improvement, as the team had access to better data, clearer instructions, and a more efficient process, making their roles more impactful.
Ongoing Process for Continuous Improvement:
The pharmaceutical client now has a sustainable and efficient call planning process that can be regularly refreshed. This agility allows them to maintain competitive advantage and ensure that their sales strategies remain aligned with market dynamics and company objectives.
Why Choose Infiniti Research?
Infiniti Research stands out as a trusted partner in helping pharmaceutical companies optimize their sales strategies through innovative call planning solutions. By leveraging deep industry expertise, advanced analytics, and a hands-on approach to research, Infiniti ensures that pharmaceutical companies not only achieve their new drug launch goals but also gain long-term efficiencies in their sales processes.
Infiniti’s unique combination of primary and secondary research, data-driven insights, and practical sales force solutions offers a holistic approach to call planning in pharma. With a proven track record of delivering impactful results, Infiniti is the ideal partner for any pharmaceutical company looking to improve its sales force performance and achieve more effective drug launches. Choosing Infiniti Research means choosing a partner that understands the dynamics of the pharmaceutical industry and can deliver results that directly enhance business performance, optimize sales efforts, and drive growth.
Unlock the full potential of your pharmaceutical sales strategy with optimized call planning. Our expert solutions can streamline your approach, enhance sales performance, and drive success. To learn how we can support your business growth…
