1. Prepared by
Tawfik Eweda
Pharmaceutical Marketing Coach
SFE specialist
2. 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
3. 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
4. ‘’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’’
5. To increase Brand performance
understanding the key business drivers
Also it gives a consistent & timely tracking of
brand success to make the difference
7. 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 )
8. Pre-launch KPIs
% of Drs who are totally aware of the brand
% of DRs who are willing to prescribe brand
9. Pre-launch KPIs
Fullmarket analysis
Formulating brand strategy
Company action plan
These KPIs can be measured by both techniques :
Qualitatively : on progress against time
Qualitatively : against company standard
10. Pre-launch KPIs
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
11. 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”)
12. Post-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
13. Post-launch KPIs
Qualitative KPIs
•Results orientation
•Customer orientation
Quantitative KPIs
•Expertise
•Budget
Targeting KPIs •Self-assurance
•Market share
•Coverage rate •Self-initiation
•Turnover
•Call allocation rate •Teaming
•ROI
•Targeting •Communication
•Number of calls/rep/day
effectiveness ratio •Customer satisfaction
•% of coverage
•Number of Rxs/target index
•Usage rate of central event
physician •Call quality index
•Number of field days/rep
•Number of Target Drs •FF Satisfaction index
•Number of group meeting/month
Rxing the brand •Retention of top
•SOV(Share of voice)
performers
•Number of manager coaching days
•Turnover of low
performers
14. 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
15. 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
These drivers can be aided by the development of perceptual
map
16. Post-launch KPIs
Share of brand /specialty
Share of brand /indication
•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
17. Post-launch KPIs
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
18. % 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 !!
19. 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