Driving Improvements in Profiling and Targeting

Challenge

To increase sales revenue of leading brands by improving the profiling and targeting behaviour of medical representatives in one state. The criteria for improvement were:

Improvement in customer profiling accuracy.
Improvement in targeting behaviour.
Increase sales in benchmark state with no additional resource.

Solution

A rapid implementation of proprietary tools and processes encompassing

Re-segmentation
Re-profiling
Targeting
Reporting

Nine months post implementation, sales force activity and sales results were compared to benchmark states.

Result

The incremental increase in sales per GP in the pilot state was 16.3% higher than in other states.

Comment

"We were helped to firstly identify the opportunities and improvements that exist within our product portfolio. From this benchmark we were helped to significantly improve the accuracy of our GP profiling.

Speed of implementation for the pilot and subsequent roll-out to other states was excellent. Any issues, improvements or recommendations were dealt with in a timely and professional manner and feedback from the field has been extremely positive.

The provision of concise and valuable targeting and activity measurement reports after profiling was completed ensured that our sales force hit the ground running and behavioural changes have been immediately obvious."

-VP Sales