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The Pharma Sales Guidebook

The Pharma Sales GuidebookHow to Align Executives, Managers and Field Sales Reps for Game-Changing Results

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The Pharma Sales Guidebook

Table of ContentsPharmaceutical Sales: An Ever-Changing Landscape 1

Detailing: Prep Better, Faster and More Efficiently 3

Field Rep Effectiveness: Make the Most of Every Interaction 5

Earn Results: Bring It All Together from the Top Down 8

Roambi + Veeva 10

About Roambi 11

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The Pharma Sales Guidebook

Pharmaceutical Sales: An Ever-Changing LandscapeThe pharmaceutical industry is no stranger to overcoming challenges. Long R&D cycles, years of clinical trials and strict government regulations are just a few of the hurdles pharma companies must overcome in bringing a new drug to market. Not to mention the fact that once a drug is marketable, rapidly expiring patent protections mean a small window of opportunity to profit.

Enter the pharmaceutical sales teams. These well-trained individuals spearhead the marketing of drugs armed with information such as metabolic makeup, clinical trial data, benefits, side effects, dosage and more.

An Ever- Changing Landscape

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The Pharma Sales Guidebook

For years, traditional field sales representatives would meet with doctors face-to-face, building trust through the process of detailing. However, over the past decade the field has undergone a dynamic shift.

Subsequently, this shift has created a variety of new challenges for pharma sales teams:

• More and more doctors who once worked in private practices now work for hospitals that decide which medicines they are able to prescribe. As of 2014, The Wall Street Journal reported that 42% of doctors practice as salaried employees of hospital systems, up from 24% in 2004. Additionally, physicians now go to several sources for information beyond the rep, such as company websites, events and remote detailing sessions.

• New legal regulations brought on by the Affordable Care Act have also made sales more difficult. For example, the Physician Financial Transparency Reports (Sunshine Act) requires pharmaceutical and medical device companies to disclose payments to doctors for a variety of activities.

• Declining access to providers, hospital consolidation, technological advances and legal requirements have created a longer sales cycle and a stronger need for aligned key account managers (KAMs).

• The KAM’s challenge is to understand where products fit in the treatment guidelines for accounts. Account managers have to constantly ask: is our product on the approved list of drugs physicians can prescribe? Are the pricing conditions optimal? When is the formulary being renewed? And who’s influencing that decision?

• Meanwhile, top-level executives need to maintain a bird’s eye view of key performance indicators (KPIs) and account activities—while also tracking R&D cycles, clinical trial outcomes, share prices and other bottom line items.

• The field rep’s challenge is now discovering how to deliver the right message, at the right moment, using the right channel, to ensure a physician moves up the adoption ladder for drugs.

Despite these challenges, opportunities to expand sales will come as the global elderly population grows, chronic diseases become more prevalent and emerging markets demand modern drugs. To capitalize on these opportunities, companies must empower sales teams with seamless access to critical information when out in the field.

An Ever- Changing Landscape

Our pharma guide will help teach you how to:

• More effectively prep for detail meetings.

• Make the most of face-to-face opportunities.

• And better align internally across the organization from the executive office to the field.

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The Pharma Sales Guidebook

Detailing: Prep Better, Faster and More Efficiently

The Knowledge RequirementBecoming an effective sales rep or KAM begins with knowledge. In addition to knowing the ins-and-outs of the drugs they detail, they also need to know which doctors or hospitals to visit, how to prepare for each call and what solutions to offer.

This can become quite challenging as most pharmaceutical companies expect their sales representatives to make 8 to 10 sales calls per day, depending on prescriber density and territory size. In addition to managing interactions with influencers, KAMs are responsible for creating account plans that play to the long-term goals of a portfolio of products and not just a single drug.

Prep Better, Faster and More Ef f ic ient ly

“The new sales role will require different competencies, supported by a new training, evaluation and reward system and a new career development model. All of this will have significant implications for the entire commercial organization.”

- Rita E. Numerof Ph. D., The Future of Pharma Sales, Eye for Pharma

Better PreparationField reps and KAMs need to quickly review activity across their providers and accounts multiple times a day. They need the right information to prioritize which doctors or hospitals to visit, what they need to prepare and which solutions they are going to offer.

Pharma sales reps need to access:

• Prescriber lists.

• All past interactions (call history, call frequency, sales volume and market share).

• Prescription trends (total Rx, new Rx).

• Prescriber info by territory.

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The Pharma Sales Guidebook Prep Better, Faster and More Ef f ic ient ly

To access this important information, sales teams may rely on a variety of resources including phones, tablets, laptops and, in some cases, printed materials. Unfortunately, with multiple resources come multiple challenges.

To overcome these challenges, pharmaceutical companies should select a mobile reporting solution that provides field reps, KAM, managers and executives all the data they require in one location. This will create cohesion across the organization, enable rapid pre-call analysis and lead to better insight for sales.

In addition to searching for a tool that integrates with existing customer relationship management (CRM) and business intelligence systems, company decision-makers must also put special emphasis on platform security.

“The challenge for pharmaceutical manufacturers is that there are perhaps too many opportunities to leverage mobile communications platforms. This suggests that a strong and scalable mobile platform access and control foundation is a critical key for these companies.”

- Mobile Platforms: Improving the Business of mHealthcare in Pharmaceutical Firms, Good Technology(TM)

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The Pharma Sales Guidebook

Demonstrate Product ValueThe Wild West days of pharmaceutical sales are over. Calling on physicians and providing an overview of features and benefits is no longer enough to create a sale. Pharma reps must be able to demonstrate how adding products to a formulary will result in economic savings or increased clinical effectiveness for a provider.

Additionally, more consideration will have to be given to each provider’s goals. The same pitch will no longer work for multiple calls. For example, when considering biologic drugs that are used to treat targeted patient groups, representatives need to be knowledgeable about the drug as well as treatments costs and savings their product can provide.

Field Rep Effectiveness: Make the Most of Every Interaction

“Doctors mostly care about how the drug worked, the sales emphasis has shifted to not just how the medicine works but how it also lowers the total cost of managing disease.” Pratap Khedkar, As Doctors Lose Clout, Drug firms Redirect Sales Calls, Wall Street Journal

Make the Most of Ever y Interact ion

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The Pharma Sales Guidebook

Maintain FlexibilityIn decades past, sales reps would visit doctors at their office with a handful of samples, printed brochures and static presentations. Today, with 8 out of the 10 largest global pharmaceutical firms deploying iPads for sales representatives, digital detailing has reshaped provider interactions.

With the touch of a screen, sales reps now have access to unlimited informational, analytical and visual resources. This creates an opportunity to deliver the right key messages at the right time, based on a stakeholder’s preference.

In order to maximize this opportunity, field reps and KAMs need to consider where their next interaction will take place. Will it be one-on-one in a doctor’s office? One-to-many in a presentation? Online or offline? Based on where daily interactions will take place, reps must ensure they have all of the tools they need to present for multiple calls throughout the day.

Mobile data reporting makes this possible, and provides KAMs and field reps with the information they need no matter where they may be.

“The latest generation of mobile technology, combined with customer relationship management (CRM) and closed loop marketing (CLM) capabilities, is strengthening reps’ relationships with customers, breaking down the silos between sales and marketing, and helping companies realize greater sales and marketing efficiency and effectiveness,” - Dan Goldsmith, The Real-Time Rep Becomes A Reality, Pharmafile

Make the Most of Ever y Interact ion

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The Pharma Sales Guidebook

Share Insights Across Account TeamsNow that the pharma industry has shifted toward a team-based approach, sharing notes and account data has become even more critical. Documenting data and information via a mobile solution integrated with CRM software creates a seamless flow of knowledge. Additionally, real-time reporting reduces the likelihood of data errors.

By making relevant information available anytime, anywhere, mobile data reporting aligns organizations towards the same objectives.

“Reps who have such resources at their fingertips are not just more efficient; they’re more effective in carrying out a brand strategy, offering value, and making a lasting impression,” - Dan Goldsmith, The Real-Time Rep Becomes A Reality, Pharmafile

Make the Most of Ever y Interact ion

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The Pharma Sales Guidebook Bring It Al l Together f rom the Top Down

Earn Results: Bring It All Together from the Top Down

Why You Need An Aligned StrategyExecutives, KAMs, first-line managers and field reps all have different goals and responsibilities. To effectively drive company strategy, set priorities and allocate resources, executives require a high-level view of:

KAMs must maintain and improve both account and sales rep performance by keeping track of important data. Additionally, they have to provide that data to key executives to aid them in making intelligent decisions.

First-line managers are tasked with maintaining and improving team performance and similarly with reporting key information to the top.

And the mobile nature of field sales requires instantaneous access to data-heavy information in order to make the most of every stakeholder interaction.

• Profitability.

• Spending and direction on research and development.

• Clinical trial progress and outcomes.

• Sales numbers.“This strategic shift from ‘selling to one’ to ‘selling to a network’ requires teams of sales and marketing professionals engaging in a coordinated manner with multiple stakeholders in a key account management structure. Here, representatives’ ability to map decision-making and influence networks will be critical.” - Rita E. Numerof Ph. D., The Future of Pharma vvSales, Eye for Pharma

Even though each job role in the pharma sales structure comes with different concerns, the overall goal of selling more remains the same for all. The only way to achieve this at scale is by combining the power of CRM and business intelligence systems with an integrated, secure mobile reporting platform.

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The Pharma Sales Guidebook

How Mobile Reporting Can HelpData visualization platforms give pharma companies full visibility into where time is spent, how teams are performing and where to make improvements.

Executives can view:

• Daily sales tracking by line of product, geography, channel, etc.

• Weekly or monthly portfolio review, compared with competition looking at sales, market share, promotional investment and more.

KAMs can view:

• Drug usage vs. contracted volume.

• Deadlines for bids and tenders.

• Number of interactions.

• Sentiment about product.

• Contracted discounts.

• Sales, volume and activity.

First-line managers can view:

• Coverage and frequency.

• Sales and market share.

• National, regional, territory, brick and account performance vs. sales plan.

Field reps can view:

• Customer potential and product adoption.

• Total and new prescriptions (where available).

• Last interactions.

• Performance vs. sales plan.

Mobile data reporting enables streamlined call preparation, provides customers with real insights and solutions, and gives executives the insight they need to coach their team to greater success.

Br ing It Al l Together f rom the Top Down

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The Pharma Sales Guidebook Bring It Al l Together f rom the Top Down

Roambi + VeevaThe Roambi Analytics app is being used to help pharmaceutical sales personnel prepare for calls, optimize every interaction and align from the top down.

Roambi Analytics can be integrated directly with Veeva CRM, the leading solution for the pharma industry. Combining these two applications provides a seamless workflow so reps can easily access the critical reports and dashboards for their CRM accounts in Roambi, weaving data into their daily routine. Together Roambi and Veeva Can Help You:

Make better decisions and improve productivity in the field. The most innovative companies in the world use Roambi to get data out of HQ, and into the hands of people who need it most. From a mobile executive to a road warrior, Roambi drives better decisions and productivity in the moments they happen.

Bring all of your important data into one, amazing interface on your mobile device. Every morning reps wake up, plan their calls, and hit the road. Freeing data that is stored in complex systems gives field sales reps the ability to manage their pipeline, track their performance and meet their targets.

Make every meeting count. Having access to real-time data provides reps with the confidence to reference their numbers anytime, anywhere, and also creates a more meaningful experience for providers with data-driven reports and presentations in a stunning and interactive format.

Download the free Roambi Rx Sample Pack.

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The Pharma Sales Guidebook

About RoambiRoambi is a mobile-first data visualization solution that gives executives, managers and sales reps around the world real-time access to critical business metrics. Based in San Diego, Roambi makes it simple for users to view, interact with and share data anytime, anywhere.

With executives, managers and reps relying more and more on their mobile devices, the top life-sciences companies in the world have turned to Roambi to deliver key information into the hands of everyone who needs it, in the moments they need it most.

Every day, sales teams need the right information to decide which doctors or hospitals to visit, what they need to prepare and what solutions they are going to offer. Roambi provides that information in a simple, easily accessible way on the devices they carry all day long.

With Roambi, reps can fluidly engage customers and guide them through the numbers in a stunning, easy to follow experience.

About Roambi

Schedule a live demo with Roambi advisor.