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elandas blog

Power Up Pharma Sales Advantage With Team Insights

As a marketer, I can't say enough about the value that conversations with our sales team provides and the strategic insight that comes with it. Of course, marketing a technology solution is very different from marketing pharmaceuticals, biotechnologies and medical devices. And, good or bad, the need to gather insights from your customer facing teams in a more systematic way is exponentially more critical (this is echoed by the elandas sales team who with every prospect and customer conversations are basically having a mini focus group).

Here are the top three reasons why our prospects and customers find it valuable to capture, consolidate and analyze the intelligence of their own customer facing teams in today's competitive and dynamic environment.

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Baby Steps to Busting Commercial Silos in Pharma

As a fellow marketer, I’m always digging, wondering what it is that will catch the interest of our prospects. If you are in marketing working at a pharma, med device or biotech,  you probably go through many of the same creative processes to keep your communications output fresh. Recently, I put a little test out there to see what would happen. I broke down the benefits of our elandas commercial excellence platform into four key areas. Then, I waited to see which one of them would get the most traction.

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6 intelligence challenges are affecting pharma sales performance


Whether you're launching a pharma product, trying to evaluate market access, drilling down into data to inform tactical approaches for strategic accounts, or just trying to evaluate your team's performance, you feel the pain of intelligence gaps.

When marketers and sales teams were surveyed to find out the impact it was having on how effectively they could perform, the results were compelling.

Read the infographic below to find out:

  • how your pharma sales force feels about the intelligence they get to drive performance
  • the top 2 intelligence gaps affecting pharma product sales
  • how marketers in pharma feel about the intelligence they get to help with execution
  • the top 2 pieces of intelligence that are the most difficult to obtain for pharma sales and marketing

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New Drug Success Can Hinge on Market Access Predictions

In today’s high-stakes world of drug launches, top pharma teams are discovering that even before new products hit the market the ultimate secret weapon in their success arsenal can be the intelligence being gathered and effectively shared by members of their own team day-by-day.  

With millions of dollars and lives at stake- setting the stage for a new drug’s success trajectory is crucial in the early stages. And certainly more important than ever, is access to decision influencing data that can enable a launch team to course correct its strategy in real time.

Just because you are in the pre-launch stage of a new drug’s lifecycle it doesn’t mean you have settle for being left in the dark when it comes to future market access visibility. Collecting projection information via your team in the field can actually be a very coordinated, precise, and yes accurate process. One that yields valuable insights that are impactful when it comes to making the appropriate shifts in your brand’s strategy leading up to launch.

How purpose-built business intelligence tools can help: 

With the right pharma-specific business intelligence tools, you don’t have to be caught flat-footed when it comes to having a clear view of your product’s projected market access. Or, end up in a people hours eating death spiral of Excel sheet updates that for many teams used to look something like the following. Pharma X Company Field Director, David, had a big spreadsheet and would call 50 plus account managers responsible for a particular set of insurance companies, and ask them, “Okay, what they are telling you about how this drug will be covered?”  Sometimes he would reach out to them via email too. It was a very manual process that he would have to refresh every 14 days as it’s critical having all of this information up-to-date during Pre-Launch, and it ate up 80% of David’s time. 

That’s quite a bit of effort for something that with the right technology solution can be done with a click of a report button. Even better, the information is both highly accurate because of built-in access data validation which is key to making accurate predictions, and it’s able to be locked down so that only approved stakeholders within an organization have access. Key to all of this is finding a system that offers the kind of high configurability that can be tweaked to meet your team’s ongoing needs for new and expanded insights.

 

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Gaining Altitude in Your View Can Boost Pharma Launch Success

In today’s ever more complex and high stakes pharmaceutical selling environment having a united commercial strategy for gaining information can be the difference between being agile as an organization or not being nimble enough to compete. 

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Responding to Today's Drug Launch Challenges

More informed launch planning and execution, and an increased ability to assess and adapt go to market strategies in the early stages of a pharmaceutical product hitting the market can prove critical to its early success. 

The ability to nimbly assess and act can ultimately become a huge factor in determining whether a product reaches its full potential or fizzles instead.

Here we take a look at how your team can best position itself for the win when it comes to launch success.

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How to Turn Data Into One of Your Most Strategic Assets

As pharma companies continue to pursue even greater patient centricity, being able to share intelligence between business units becomes critical to commercial excellence.  The proprietary and actionable insights many top brands are able to glean by using software platforms to manage knowledge enable them to layer information in new ways, meaning data is quickly being recognized as the killer strategic asset it can become.

While pharma brand teams have always had Excel spreadsheets at their disposal to record information, as well as one-trick pony survey tools, what they have lacked is an intuitive way to capture information and activate it within the same system across multiple internal stakeholder groups. This means lengthy time delays in updating data and getting it into the right hands in actionable formats. It also means that critical information being stuck in organizational silos has all too often become the norm.

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How Marketers Can Save Themselves From The Tunnel of Terror

A fairly embarrassing leap of faith on my family’s recent spring break vacation reminded me of parallel challenge in the work world. One that so many of us marketers often find ourselves in. It’s the type of situation that often involves a lot of unnecessary drama and spending, and it’s also one that we could often strategically avoid. And so, my story begins here…

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Evaluating Sales Enablement Vendors? Consider This.

Roughly 41 percent of medical device and pharmaceutical sales professionals believe inefficient processes are the single biggest inhibitors to their success according to a 2016 elandas research survey of life sciences sales & marketing professionals.

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