Doctor Segmentation and focused reach make a positive effect on prescription writing behavior. Achieve balanced multi-channel engagement to different segments
One of our clients that have a large user base had a challenge with their existing vendor and wanted to change to HiDoctor within 2 weeks. This included setup, data migration, user training, and goLIVE.
The team was up to the challenge and fully provided support to the customer to goLIVE with zero downtime for the users.
The support team set up a war room to coordinate and implement work along with the customer. Parallel teams were set up for infrastructure setup, data upload, and training. Daily management stand-up calls were done to track and review the challenges and to provide management support and immediate decisions.
The customer team cooperated by bringing the teams for training. The HiDoctor team facilitated both on-site and online training sessions for a smooth transition to the new system.
The whole exercise was done between Dec 16 and Dec 31, with a successful goLIVE on January 1. The team further with 2 weeks of post goLIVE support. Today we have a happy client using HiDoctor for the last 3 years.
Most pharma companies embark on a yearly refresh of doctors. The key challenge is to do this along with the regular work. And typically, during the month of this exercise, the review parameters get affected as the number of doctors is dynamic, and the field gets confused between existing and new doctors. The Managers have a challenge reviewing and approving the list for the next year. The whole month of refresh affects the overall review for the whole year. To avoid this many companies, employ external people or centrally create the data and upload – resulting in more work and chaos for the central team.
Another critical problem is the loss of the history of the doctor data – as every year the doctor list is loaded afresh because of the upload model.
To resolve this, HiDoctor has built a robust Common Customer Master (CCM) platform. This allows the field force to manage the masters themselves along with the manager. The system provides them with options to review which doctors are to be retained, newly added, or deleted. The retained doctors can be edited for changes to their attributes including category, business potential, doctor product mapping, etc. The key win is that all this happened in a temporary area without affecting the existing working doctor list.
Once approved and on the appointed day, the new data works and is kept ready and pushed LIVE. No doctor is physically deleted, and this helps in proper data analytics of the doctors in the territory.
The CCM also has rules defined to manage what can be changed, what % of doctors can be changed, when the change window is, and what is to be sent for approval.
This is now successfully implemented in a large client of ours with more than 2000 field users. This has saved the client an enormous amount of effort, travel, and training and, more importantly, has given them reliable data to work on and correct data analytics on the doctor’s master.
Knowing the exact location of the doctor is always a challenge. But this is critical information required for effective planning and successful implementation of the strategy by the Marketing and Product teams. The routes, expenses, and doctor meeting plans can be optimized if the customer’s location is available.
With the advent of reliable smartphones and the available internet, HiDoctor has helped large customers achieve effective tagging by factoring locations of repeat visits, different company representatives – rep, Area Manager, Regional Manager, and the address given to the doctor.
Machine Learning is employed to auto-correct the tagging over a period of 3 months, factoring the pattern of reporting, tagging by people in different hierarchies, and address resolution logic from the latitude and longitude of the location tagged.
We effectively rolled this out to a customer with more than 80000 doctor locations to be tagged and, over 3 months, achieved an accuracy of locations and provided the necessary reports and inputs to the company to follow up where the data was not available.
The successful roll-out has helped the company save effort and money by creating correct routes for the territories and effective planning of the tours by tagging doctors in the same route to a common beat.
One of the most critical analytics required for any Salesforce automation system is to find the effectiveness of the field force by analyzing the correlation between the activity and the results – the sales data.
Typically, the sales data for a Pharma Company resides in an ERP system like SAP or Oracle. But extracting this data and making this available for analytics is a challenge. Different dimensions are involved. Stockists, Brands, SKUs, individual invoice tracking vs consolidation, etc. are some of the key challenges.
HiDoctor has successfully implemented full automation using different models for Primary Sales data integration.
CSV integration:
The ERP system generates the primary sales data file and deposits it in a file transfer folder. HiDoctor automatically picks up the data based on a schedule and updates the data in HiDoctor – notifying the ERP of the successful process. Any errors are flagged, and emails are sent to the Sales Admin for corrective action. We have successfully implemented this automation using file transfer in a process automation software, UiPath.
API integration:
Where the ERP exposes API – HiDoctor consumes the API and calls the necessary API to integrate the data. This allows for instantaneous invoice integration with HiDoctor. The limitation is based on the availability of APIs in ERP. Not every ERP system provides API.
Data Upload:
To facilitate the sales admins to manage the data, we have also developed an upload mechanism to upload Primary Sales data into HiDoctor. The component also allows for Stockist Management, Data Edits, and Corrections.
We have successfully rolled out this Primary Sales integration to many of our top customers and they are reaping the benefits through reports and dashboards that provide clear clarity in a single system on the Primary Sales Target vs Achievement, territory analysis, correlation between activity and sales for a territory, brand and SKU analysis for performance, correlation between Primary and Secondary data.
We have created a team of motivated technology developers providing value for our clients in Data Analytics, Custom Development and Mobile Apps.
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