Simple Pharma CRM – Data Visualization
A CRM system for tracking sales records and an analytics dashboard for data visualization were built for a drug discovery company.
Exelixis is a genomics-based drug discovery company based in Northern America. They are well known for producing drugs to combat cancer. Their Medical Representatives (Sales Executives) were tasked to visit various doctors and hospitals to provide medical information, details regarding new drug launches, safety information about the drugs, and so on. To cover a large number of doctors and hospitals, the MRs were assigned territories and hence were dispersed across various regions.
With a large number of Medical Representatives spread across various regions, Exelixis couldn’t keep track of all their sales executives. Three problems were identified:
- The information regarding the doctors or the hospitals (like their contact information or addresses) wasn’t auto-updating.
- The MRs couldn’t keep a record of their sales performance or compare it with other MRs.
- The MRs couldn’t keep a note of key points from their conversations with the prescribers or hospitals.
The Incentius team recognized a need for a BI Tool to meet Exelixis’s requirements. A CRM system was created where all the prescriber’s or hospitals’ information was shown territory-wise in tabular as well as graphical form. These customers could also raise a request for a sample of a new drug and could track its status in the CRM.
The Incentius team also created an Analytics dashboard where territory-specific sales and competitor data could be analyzed. It also could show Exelixis’ market share in comparison to its competitors. Data visualization was achieved using charts, bar graphs, etc.
A platform was also developed where MRs could record their responses while on a sales call. For example, the MRs could use the system to record the number of drug samples given to a specific doctor. All of the MRs’ daily activities regarding their individual sales could also be tracked.
With the implementation of the new platforms, it became incredibly easy to manage the MRs. The sales could be tracked continuously and could also be categorized by territory. This maintenance of data also aided in incentive calculation for the MRs. With data visualization, Exelixis’ analysis became easier, resulting in overall company growth.With the implementation of the new platforms, it became incredibly easy to manage the MRs. The sales could be tracked continuously and could also be categorized by territory. This maintenance of data also aided in incentive calculation for the MRs. With data visualization, Exelixis’ analysis became easier, resulting in overall company growth.