Prepared by

Tawfik Eweda

Pharmaceutical Marketing Coach

SFE specialist

What do you want from your sales force ?

What is KPIs? Why ?

Types of KPIs Reports .

•It gives you a comprehensive and bigger picture

how to track sales performance

•Also it provides a tracking drivers for other

supporting departments

•Very useful in pre launch cross functional teams

•It helps you to turn your launch into management

by objectives process

Sales force productivity can be tracked as

follow :

1. Sales /rep

2. Sales growth /rep

3. Units sales/call

4. Market share

5. Field force cost

‘’It is a standardized unbiased performance

tracking tool formulated through IT

Dashboard that gives ‘’where the company

has been ?’’ where it is going ?

Also it brings together Sales Force and other

affiliated activities, and Brands Metrics’’

To increase Brand performance

understanding the key business drivers

Also it gives a consistent & timely tracking of

brand success to make the difference

Pre-launch KPIs

1. Physician behavior KPIs

2. Market Activity based KPIs

3. Market access KPIs

4. Scientific medical liaison

KPIs

Post-launch KPIs

1. Message input

2. QTQ

3. Message effectiveness

4. Customer perception

5. Product range KPIs

6. Rx sales and share

Incentives KPIs

Pre-Launch KPI Reports are issued quarterly.

Post-Launch KPI Reports are produced on a

monthly bases.

Both reports are issued on 24th of the month.

Activity KPIs are updated quarterly with the

available data.

Most of the Brand KPIs are updated with each

wave of an physician behaviour study using

AIDA Model (Awareness , interest , desire

,trial , usage )

% of Drs who are totally aware of the brand

% of DRs who are willing to prescribe brand

Pre-launch KPIs

Full market analysis

Formulating brand strategy

Company action plan

Pre-launch KPIs

These KPIs can be measured by both techniques :

Qualitatively : on progress against time

Qualitatively : against company standard

Clinical & technical files conformity

(WHO,FDA,EMEA guidelines and country of

reference )

Planned vs. actual date of approval

Planned vs. actual date of approval of price

Target price vs. actual price (% of deviation)

Planned vs. actual date of reimbursement

Reimbursement restrictions

Pre-launch KPIs

Number of KOLs developed by SC.OP

% of KOLs under development

the following terminology is used throughout to identify the type of “Opinion Leader” that is being referenced

Key Opinion Leader (KOL): An academic expert in a disease area recognized as such by his peers, at Global and National level.

Key Influential Physicians (KIP): Generally a physician with a high volume of patients recognized and trusted by his peers within a region as the expert in treating certain types of pathologies (KIP’s are also often referred to as “Local” or “Regional” Opinion Leaders)

Key Advocacy Influencer (KAI): Refers to those individuals considered influential in the Regulatory, Pricing and Reimbursement processes. (KAI’s are sometimes referred to as “Advocates”)

Pre-launch KPIs

Number of DRs who acquired clear ,right and

simple competitive message

Number of DRs who retained the message

after 3 months of launch

Post-launch KPIs

Quantitative KPIs •Budget

•Market share

•Turnover

•ROI

•Number of calls/rep/day

•% of coverage

•Usage rate of central event

•Number of field days/rep

•Number of group meeting/month

•SOV(Share of voice)

•Number of manager coaching days

Targeting KPIs •Coverage rate

•Call allocation rate

•Targeting

effectiveness ratio

•Number of Rxs/target

physician

•Number of Target Drs

Rxing the brand

Qualitative KPIs •Results orientation

•Customer orientation

•Expertise

•Self-assurance

•Self-initiation

•Teaming

•Communication

•Customer satisfaction

index

•Call quality index

•FF Satisfaction index

•Retention of top

performers

•Turnover of low

performers

Post-launch KPIs

Promotional expenditure vs. competition

Brand SOV /product mix or portfolio

% of unaided brand awareness

% of unaided recall of the message

Number of Drs who see message is relevant

Number of Drs who see message is believable

Number of Drs who see message is driving

them to Rx

Post-launch KPIs

Customer perception of brand attributes vs.

competition

Customer perception about brand safety

Customer perception about brand

(value added vs. cost leader ship)

Customer perception about brand efficacy

Customer perception about brand cost

effectiveness

Post-launch KPIs

These drivers can be aided by the development of perceptual

map

Share of brand /specialty

Share of brand /indication

Post-launch KPIs

•Useful for antibiotics in different indications that requires

detailing in different segments .

•Can be measured on each segments according to brand

positioning and company brand strategy

TRx vs. Budget

TRx vs. competition

TRx share vs. competition

Sales vs. Target

Market Share vs. Target

Market Share vs. Competition

Market share vs. same period PY

% Brand share of market in class A Drs

Post-launch KPIs

% of sales force eligible for incentive pay.

% of discrepancy in merit increase between

top performers and underperformers .

% of top performers receiving top pay .

% of special incentive scheme during launch.

•These KPIs should be aligned with launch objectives

and should be motivating and challenging !!

For feed back, further information

Please contact me

Tawfik Eweda , Cairo. Egypt

tawfeeke@gmail.com

01222305418

Sales force effectiveness

Sales & marketing management

Sales and marketing training