Salesforce.com for Life Sciences

colorfuleggnogSoftware and s/w Development

Feb 17, 2014 (3 years and 10 months ago)

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Salesforce.com for Life Sciences

Delivering Innovative Solutions

GSK

Pharmaforce

Overview

Overview

Multiple Business Units



Dental Sales


Dental Support


Dental Marketing


Medical Key Opinion Leader


Medical Sales

Pharmaceutical Consumer Healthcare Division

Key Business Issues

Challenges to address

Multiple Current Systems

Multiple Sales Process Objectives

Multiple Data Sources

Need for Centralized Data Warehouse

Business Unit Prioritization

Implementation Solution

Phased Iterative Approach to Program Development

Dental


Completed sales rollout over 4 months in winter/spring
2004


Deployed Support and Marketing into application
summer/fall 2004


Upgrade sales release of enhanced features


summer
2005

Medical


Deployed Key Opinion Leader into application winter 2005


Deployed sales rollout over 4 months in winter/spring
2005

Results

Integrated Division using Pharmaforce

Dental


Strong user adoption, Successful use since launch

Medical


Strong user adoption, Successful use since launch

Business Intelligence


Address validation and target changes centralized


Consolidation of administration, leverage of resources


Consolidation of multiple data sources into data
warehouse


Preparation for larger enterprise BI projects

Take A Look

Integrated Division using Salesforce.com

Each Business Unit with own application

Take A Look

Dental Support and Sales sharing information

Contact Cases related list joins applications

Take A Look

Leverage processes across applications

Submission Workbook use by Dental and Medical

Take A Look

Web tab access to data warehouse analytics

leveraged processes populate data

Take A Look

Dashboards Keep Users Informed

National Management and Territory Rep Use

Take A Look

User Login Rates Accessible to Managers and Team

Supports coaching and manager ease of use

Innovex Case Study

Field Force Excellence

Agenda

Who are Innovex, what do we do?

Why salesforce.com?

Where are we now?

What have we learned along the way?

Where are we going?


Innovex (UK) Ltd
-

What Do We Do?

Pharmaceutical
Companies

NHS

Healthcare
professionals

Medical Representatives

Nurse Advisers

Clinical Researchers

Quintiles
-

Global Leader in Outsourcing
Services to Pharmaceutical Industry

North

America

South

America

Africa

India

Europe

Japan

China

Australia &

New Zealand

East

Asia

140 offices
worldwide,
including …...

Innovex UK Vision


“We want to be so good at running
sales and healthcare teams that
customers wouldn’t dream of
doing it themselves”

Key Business Issues

Requirement for Electronic Territory
Management System (ETMS)


Audit requirement


‘proof of delivery’


Predates use of salesforce.com by 7 years

Customer Responsiveness


Internal administration


Internal Support Processes

Changing Environment


The National Health Service (NHS) & Customers

Business Model


Flexibility

Why Salesforce.com was Chosen

Competitive process began in late 2001


4 suppliers

Issues Considered


Hosted versus Client server


In
-
house management of system


resources


Complex Sharing Model


Behavioural Change (online)


minimal impact required


Business Model

Contract awarded May 2002

Implementation by Oct 2002 to 400 users

Team A

Prod 1

Team B

Prod 1

Team C

Prod 2

Team C

Prod 1

Team A

Prod 2

Team B

Prod 3

Team B

Prod 2

Sales Solutions

Development

Innovex UK Milestones


October 2002


roll out complete to 400 sales
representatives and managers


2003 / 2004 expansion to approx 600 sales
representatives and managers


November 2004


expansion to our Nurse Adviser teams

(approx 200 nurses and managers) completed March 05


Current user base is approximately 800 users



Implementation

Endorsement & Adoption (People)


Dedicated Training Support (Field Based)

Business Re
-
engineering (Process)


Dial
-
Up to Broadband


Measurement


League Tables


Incentives


Appraisals

Minimum Standards


Daily Log Ins


Activity & Time Utilization vs Management Information
System


Next Call Objective entered

Bringing in Relevant Data

8 years of data

1 Million National
Health Service
Contacts per Year

620 representatives &
180 Nurses


Field Force Excellence

Targeting

Not a uniform picture


should the challenge
be to identify, profile
and deploy to target
hot spots?

‘Traditional’

Rep

Nurse

Adviser

Mailings

E
-
Detailing

Primary Care Trust /

Key Opinion Leader

‘Specialist’

Secondary


Care

Too

Few

Too

Many

Call
Frequency

Activity on Target
Customers vs ‘Simple’ Call
Volume

Coverage and Frequency

Sequential Selling

Moving Customer Along
the Adoption Pathway

Differential Detailing

Call volume / Call Rate

Work Patterns

Integration

Targeting
Partnering across teams
Sequential Selling
Differential Detailing

Salesforce.com

Performance Management

Enabling Smarter Working…………

Enabling Smarter Working…………

Results

Adoption


Very high
-

+98% activities

Ability to deliver the right call, with the right amount
of frequency to fill contracts with pharmaceutical
companies

Challenges Encountered


Change to Online from Offline


Complex reporting


Keeping up with speed of salesforce.com development

Lessons Learned


Connectivity before change (Broadband)


Switch off new functionality then apply as desired

User Reaction and Feedback


Customers reactions on flexibility of system


key
differentiator


some envy !!

Future Direction

Two stages


What has happened in Innovex/Quintiles since
we started using salesforce.com


Where would we like to go with our ‘org’ in the
future


Expansion

Global Sales Project


Selection of salesforce.com to provide the CRM solution
for a global sales resource deployment

Quintiles Global CRM Solution


Selection of salesforce.com to provide the CRM solution
for our own global team of sales people selling Quintiles
services to the Pharmaceutical industry


1400 users globally



Future


Not Standing Still

Voyager


Activities

Planning Tool


Representatives

Nurse Advisers

Activity Records

Self Service

Reports

1
st

Line

Field Manager

Business Tool

External BI

Reports

Insight

MIS data

Recruitment

Target Data

Management Reports

External Data