Today's pharmaceutical industry is fast-paced, competitive marketplace with more distribution channel layers, more products/therapeutic groups, increased pressure to raise profits, do more with less and operate more efficiently. This requires smooth information flow and better coordination between the various functions - sales, operations, marketing, finance etc in a pharmaceutical company. Achieving these goals require faster and improved decision-making ability across entire organization.
Top Management in a Pharmaceutical company would like to know answers for the following questions:
- Which is the Best/Worst performing sales team or product line in the company?
- How to measure the sales effectiveness of MR's, AM's and RM's from different perspectives - doctors visited, products detailed/sampled, revenue generated, sales return, quality of outstanding etc?
- How to proactively identify poor performing customers, marketing segments, territories, SKUs and brands?
- How to identify the process inefficiencies in terms of dead/slow/short inventory, sales return, credit outstanding in our channel - CNF, Stockist and Retailer?
- How to identify near expiry inventories, which are slow in one territory and shift them to other territories, thus avoiding probability of loss?
- What promotions resonate with the customers? Can marketing spend be optimized to improve campaign effectiveness?
- How to allocate national and regional expense components to sales from HQ level to National level?
Unfortunately in many Pharma companies, departments continue to operate in information silos and there is no information sharing. Existing enterprise systems often are not linked, software packages are not integrated and data is available in disparate sources like excel, SFA, ERP, legacy systems etc. This prevents decision makers from getting consistent and accurate information to make informed decisions quickly.
C101Rx integrates data from disparate sources and provides reporting and analysis at everyone's desk to meet their challenges.
- Provide business users (sales, marketing, top mgmt) at various levels answers to specific questions
- Enable extensive slicing and dicing to look at information in breadth as well as depth
- Provide trends and performance reports in the form of charts, graphs and maps.
- Provide reports, which are accessible online via web browser and downloadable to excel, pdf etc. for offline analysis
- Enable delivery of scheduled reports to top management
- Provide robust and flexible role-based security that ensures middle management of various teams can view reports of interest without irrelevant data exposure
- Provide actionable reports which help in proactive identification of improvement areas and top performers.
Some Pharma companies in India have MR reporting tool. But these tools lack the power exhibited by C101Rx. C101Rx ensures that decision makers spend less time looking for and analyzing data and more time making strategic and tactical decisions.
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Q&A
1. What are the challenges faced by Pharmaceutical industry that can be solved by Business intelligence systems?
- Actionable Intelligence is not readily available. Data is spread across disparate sources - ERP, Excel, Legacy transactional systems etc and it takes too long and lot of manual work to retrieve meaningful information from this data
- Information sharing is lacking between the various functions - sales, marketing, finance, HR and operations , since they operate as silos and the information is stored in their respective databases - excel sheets, tally accounting software, ERP system etc
- Business Users are dependent on IT for routine reports
Why BI | BI | CRM for MR
