a digital sales aid journey - tableau conference 2018 · a digital sales aid journey todd smith...
TRANSCRIPT
A Digital Sales Aid Journey
Todd Smith
Associate Director, Marketing
Jazz Pharmaceuticals
# T C 1 8
Shreyas Murthi
Principal
ZS Associates
What is the average time
that a pharmarep gets to
spend with a doctor?
How many messages can a rep provide to a
doctor in one interaction?
Whatpercentage
of these interactions
includesome digital
content?
Agenda
• Our Digital Sales Aid Journey
• Dealing with “Bad Data”
• Enter Visual Analytics – Actions to Insights!
• What next?
Our Digital Sales Aid Journey
Why did we embark on this journey?
….. to get to Customer Centricity and empower our field force
A day in the life of a pharmaceutical rep ..
Finalize route and prepare for doctor conversations over a
quick breakfast.
Meet 3 to 4 doctors in 2 different practices. Each has a different question about the product.
Interpret sales reports, send emails to colleagues about action
items, plan for tomorrow.
Office manager of the practicehas problems managing re-imbursement workload. Advise her on best practices
for faxing claims.
Joe
The Digital Sales Aid
The DSA storyDRAF
Dealing with “bad data”
Data is in the details
Doctor Name Slide Number Start Time
Dr. A 20 20180504 12:01:32 00:00:39
Dr. A 21 20180504 12:02:32 00:00:12
Dr. A 26 20180504 12:05:12 00:00:01
Dr. B 2 20180505 10:00:00 00:00:05
Dr. B 10 20180505 10:00:05 01:04:15
Dr. B 12 20180505 12:01:04 00:01:09
0
150
300~80% of Key
Messages
300 600 900
Display Time on a Slide (Sec)
# In
stan
ces
of
the
Slid
e
Exclude Outliers
And then there were outliers
Without
removing
outliers (Sec)
After removing
outliers (Sec)
Mean 944 50
Median 8 17
Std Dev 9,810 64
Display Time StatisticsReset Outliers
Messages of a feather
Assigned Class
Pathophysiology Pathophysiology
Neurophysiology – Day Pathophysiology
Neurophysiology – Night Pathophysiology
Disease Overview Pathophysiology
Understanding Disease – Pathophysiology Pathophysiology
Understanding Disease – Pathophysiology contd. Pathophysiology
Enter Visual Analytics – Actions to Insights!
What was the utilization of the
Digital Aids?
Our top three insights..
What are the top messages and combinations being used?
What are our customers more
interested in?
Slider for deep dive on
high/low utilization territories
Custom field territories feature in Tableau (doesn’t have to be states)
What was the utilization of the Digital Aids?
Able to measure utilization at different levels of granularity and coach the field
Unique “color blind friendly” palette
What are the messages and combinations being used?
Top messages and combination helped us track toward customer preferences and acted as live feedback
What are our customers more interested in?
We were able to better cater to the customer’s needs based on these insights
So what.. and what next?
Results!
300%Increase in utilization of DSA
during interactions
100%Increase in MDs shown DSA by
our reps
100%Of our reps showed a new video
to 24% of targets in a month
Tying data and performance to value
27%
20% 18%15% 15%
0%
10%
20%
30%
40%
50%
1 - 20 21 - 40 41 - 60 61 - 80 81 - 94
% D
SA U
tiliz
atio
n
Top Performers(reps)
Low Performers(reps)
Next: A world class customer experience
INTEGRATION
WITH OTHER
CUTOMER DATA
ORCHESTRATED
CUSTOMER
MESSAGING
PREDICTIVE
ANALYTICS
PROACTIVE
ALERTS
Please complete the
session survey from the
Session Details screen
in your TC18 app
Questions?
Shreyas Murthi
Principal
ZS Associates
Todd Smith
Associate Director, Marketing
Jazz Pharmaceuticals
#TC18