1 00:00:05,750 --> 00:00:07,620 Hello everyone! And welcome 2 00:00:07,740 --> 00:00:09,820 to a new episode of Pharma Insights 3 00:00:09,820 --> 00:00:12,280 the talk show brought to you by Platforce. 4 00:00:12,560 --> 00:00:13,980 My name is Juliana Kreisel 5 00:00:14,100 --> 00:00:16,920 and I will be one of your moderators today. 6 00:00:17,140 --> 00:00:18,880 As you may already know, 7 00:00:18,980 --> 00:00:20,780 know our aim with this series is 8 00:00:20,880 --> 00:00:23,720 to connect professionals from all around the globe 9 00:00:23,840 --> 00:00:25,880 in order to create a community 10 00:00:26,080 --> 00:00:28,360 based on exchange, network, 11 00:00:28,460 --> 00:00:31,360 and meet colleagues from everywhere 12 00:00:31,500 --> 00:00:33,900 and, if we have the chance, 13 00:00:34,000 --> 00:00:36,540 why not create new businesses and deals. 14 00:00:36,900 --> 00:00:39,200 In this episode, we will explore... 15 00:00:39,200 --> 00:00:40,390 we will talk about 16 00:00:40,390 --> 00:00:42,020 Salesforce Effectiveness. 17 00:00:42,500 --> 00:00:44,700 From understanding key components 18 00:00:44,760 --> 00:00:47,080 to mastering metrics and kpis, 19 00:00:47,180 --> 00:00:51,440 our expert panel will delve into all aspects 20 00:00:51,500 --> 00:00:52,920 of Sales Force Effectiveness 21 00:00:53,070 --> 00:00:55,760 in the pharmaceutical and life science industry. 22 00:00:56,390 --> 00:00:58,960 So, in order to start this show, 23 00:00:59,060 --> 00:01:02,960 let me introduce my co-host and moderator for today 24 00:01:03,160 --> 00:01:04,660 Stefan Repin 25 00:01:04,660 --> 00:01:07,160 He is the Head of Marketing here at Platforce. 26 00:01:07,480 --> 00:01:08,780 Hi, Stef! 27 00:01:09,320 --> 00:01:15,400 Hey, Juliana! How are you? How's it going? 28 00:01:12,110 --> 00:01:14,660 I'm good. I'm good. I'm happy. 29 00:01:14,740 --> 00:01:16,920 I'm so ready for this event 30 00:01:17,020 --> 00:01:20,000 and I'm sure our attendees are as well. 31 00:01:20,380 --> 00:01:22,920 Oh I bet. They were born ready 32 00:01:22,920 --> 00:01:24,790 um I don't know haha 33 00:01:25,360 --> 00:01:31,100 I aim to be good at my tasks and job haha 34 00:01:31,800 --> 00:01:34,400 and I aim to please the audience so, guys, 35 00:01:34,480 --> 00:01:36,380 ladies and gentlemen, if you're here 36 00:01:36,840 --> 00:01:39,160 if you want to give questions, 37 00:01:39,260 --> 00:01:41,420 it's an "ask me anything" session so 38 00:01:41,420 --> 00:01:43,680 you can ask right away in the comments 39 00:01:43,720 --> 00:01:45,400 and we'll take your questions right away. 40 00:01:45,500 --> 00:01:48,750 I'm really pleased to have our wonderful guests today. 41 00:01:48,750 --> 00:01:51,120 We already had a little bit of a warm up. 42 00:01:51,220 --> 00:01:53,240 I used for the warm up 43 00:01:53,340 --> 00:01:57,020 this magical book called "The Omni Advantage" 44 00:01:57,120 --> 00:01:58,620 by one of our guests. 45 00:01:58,720 --> 00:02:00,580 Her name is Mehrnaz Campbell. 46 00:02:00,520 --> 00:02:02,420 So shout out to Mehrnaz! 47 00:02:02,540 --> 00:02:07,020 I saw pictures from the Next Pharma Conference 48 00:02:07,220 --> 00:02:10,900 and she signed some books today and yesterday 49 00:02:11,040 --> 00:02:15,400 So let's get started. 50 00:02:15,520 --> 00:02:18,200 I'm really waiting to start the talk show. 51 00:02:18,900 --> 00:02:23,680 Great! So then I will introduce our amazing panel. 52 00:02:23,860 --> 00:02:28,100 First we have Lucas Horvat. I'm sorry if I mispronounced it. 53 00:02:28,160 --> 00:02:31,580 I've been practicing, but you know. 54 00:02:31,700 --> 00:02:33,700 Hi, Lucas. How are you doing today? 55 00:02:33,920 --> 00:02:36,300 Hi, guys! How are you? 56 00:02:36,620 --> 00:02:41,140 Thank you! Hi, Juliana, Stefan, Nuno and Mohamed. 57 00:02:41,440 --> 00:02:43,940 And hello to our audience. 58 00:02:44,320 --> 00:02:48,740 I'm Lucas Horvat. I was born and raised in Argentina 59 00:02:48,900 --> 00:02:50,760 but recently moved to Canada. 60 00:02:52,260 --> 00:02:55,900 I have more than 15 years business experience 61 00:02:55,960 --> 00:02:59,870 in Pharma, biotech, medical devices... 62 00:02:59,980 --> 00:03:02,360 and most lately in diagnostics. 63 00:03:02,500 --> 00:03:04,340 Regional roles in 64 00:03:04,420 --> 00:03:07,320 well-known multinational companies. 65 00:03:07,520 --> 00:03:09,780 I've also created a startup company 66 00:03:09,840 --> 00:03:11,720 back in 2016, 67 00:03:11,800 --> 00:03:14,500 that delivers Healthcare solutions 68 00:03:14,600 --> 00:03:16,180 to patients, let's say, 69 00:03:16,240 --> 00:03:18,280 non-traditional solutions 70 00:03:19,780 --> 00:03:21,860 and also worked as a 71 00:03:21,940 --> 00:03:24,080 pharmaceutical marketing professor 72 00:03:24,200 --> 00:03:27,140 for eight years at the University in Argentina. 73 00:03:27,680 --> 00:03:28,760 Nice! 74 00:03:29,160 --> 00:03:32,140 Thanks for inviting me to the session. 75 00:03:32,260 --> 00:03:35,680 I'm really excited to share and discuss here 76 00:03:35,720 --> 00:03:37,740 sales force effectiveness with everyone. 77 00:03:37,740 --> 00:03:39,310 Ok, thank you! 78 00:03:39,310 --> 00:03:43,320 Thank you, Lucas. Next we have Mohamed. 79 00:03:43,310 --> 00:03:45,580 Hello, Mohamed. How are you doing today? 80 00:03:45,720 --> 00:03:48,260 Hello! How is everything going? I'm fine. 81 00:03:48,620 --> 00:03:51,460 I'm very excited actually to be with you here today. 82 00:03:51,600 --> 00:03:53,080 I'm very thankful. 83 00:03:53,160 --> 00:03:55,500 My name is Mohamed Bakr. I'm from Egypt. 84 00:03:55,480 --> 00:03:59,280 I'm a pharmacist. I have experience of 85 00:03:59,340 --> 00:04:02,420 around 9 years in pharmaceutical sales 86 00:04:02,620 --> 00:04:06,980 sales with around five years in SFE positions. 87 00:04:08,120 --> 00:04:09,940 Sales Force Effectiveness. 88 00:04:10,080 --> 00:04:14,000 I'm hoping will benefit from this show today with you 89 00:04:14,040 --> 00:04:16,880 and also have more insights. 90 00:04:17,060 --> 00:04:18,060 Thank you. 91 00:04:18,060 --> 00:04:19,400 Thank you. Thank you. 92 00:04:19,540 --> 00:04:23,160 And last but not least we have Nuno Melo Moreira. 93 00:04:23,320 --> 00:04:25,100 Hello, Nuno. How are you? 94 00:04:25,220 --> 00:04:28,160 Hello, good afternoon to everyone or good morning. 95 00:04:28,160 --> 00:04:30,720 It's a pleasure to be here here yeah 96 00:04:30,880 --> 00:04:33,660 and exchange some ideas, some knowledge. 97 00:04:33,840 --> 00:04:37,200 I have 27 years old in terms of the pharma, 98 00:04:37,360 --> 00:04:39,820 biotech and medical devices experience. 99 00:04:40,000 --> 00:04:43,320 The region I've been familiar with is 100 00:04:43,400 --> 00:04:45,980 Latin America, UK, Europe, 101 00:04:46,060 --> 00:04:47,660 and some countries in the Middle East, 102 00:04:47,780 --> 00:04:48,940 like GCC. 103 00:04:49,680 --> 00:04:51,520 I've been working as a 104 00:04:51,660 --> 00:04:55,500 Top Global of 10 and 20 companies 105 00:04:55,640 --> 00:04:56,780 pharma companies 106 00:04:56,780 --> 00:04:58,470 and right now I'm working as 107 00:04:58,470 --> 00:05:01,640 a consultant, executive managing consultant in UK. 108 00:05:01,780 --> 00:05:03,140 I'm based in UK. 109 00:05:03,240 --> 00:05:05,860 And then I deliver services for some 110 00:05:05,940 --> 00:05:09,880 goof companies in terms of Biotech, medical cannabis, 111 00:05:10,960 --> 00:05:13,700 Pharma, otcs, nutriceuticals, 112 00:05:13,800 --> 00:05:16,480 these areas that I have delivered very good results 113 00:05:16,560 --> 00:05:17,800 for the companies I worked for 114 00:05:17,910 --> 00:05:21,300 in terms of sales and business development, marketing. 115 00:05:22,080 --> 00:05:24,240 Nice. Nice. 116 00:05:24,380 --> 00:05:25,880 Thank you all for being here 117 00:05:25,960 --> 00:05:29,160 and thanks our audience for also being part of this event. 118 00:05:29,260 --> 00:05:32,300 Without you, we will not be able to make it. 119 00:05:33,100 --> 00:05:34,680 I just want to remind everyone 120 00:05:34,780 --> 00:05:36,360 that if you have any questions 121 00:05:36,460 --> 00:05:38,060 or comments you can leave them below 122 00:05:38,080 --> 00:05:39,420 in the comment section 123 00:05:39,500 --> 00:05:42,540 and as always we will bring it up to the panel. 124 00:05:42,940 --> 00:05:46,400 So without any further delay, Stef, 125 00:05:46,500 --> 00:05:48,660 how about we start this session? 126 00:05:48,660 --> 00:05:50,660 Yes so hey hey 127 00:05:50,680 --> 00:05:52,360 everyone, hello dear audience. 128 00:05:52,540 --> 00:05:55,920 I was reading this book on my free time 129 00:05:55,960 --> 00:05:58,420 It's called "The Omni Advantage" 130 00:05:58,460 --> 00:06:00,440 there's an opening quote that I like to read 131 00:06:00,750 --> 00:06:03,040 Speaking of unrealistic expectations, 132 00:06:03,280 --> 00:06:05,340 Pharma marketing mainly uses share of 133 00:06:05,420 --> 00:06:08,440 voice coverage and frequency of contact as KPIs. 134 00:06:08,660 --> 00:06:10,860 But accordingly to this Takeda, 135 00:06:11,080 --> 00:06:13,960 in a bold move for the market switched to a 136 00:06:13,960 --> 00:06:18,000 regional account director model in 2003, 137 00:06:18,120 --> 00:06:20,700 at the time when Sheriff voice was the only known approach 138 00:06:20,860 --> 00:06:23,040 and in the face of much skepticism, 139 00:06:23,140 --> 00:06:25,160 they decentralize their marketing budgets 140 00:06:25,280 --> 00:06:26,580 and the decision making 141 00:06:26,660 --> 00:06:28,140 to gain faster Market access. 142 00:06:28,590 --> 00:06:30,320 In a relatively short period of time, 143 00:06:30,380 --> 00:06:31,940 the company achieved exponential growth 144 00:06:32,140 --> 00:06:35,160 so my question would be... well in fact 145 00:06:35,260 --> 00:06:38,460 we warmed up a little bit before the live session 146 00:06:38,600 --> 00:06:40,940 and my question for all our dear members, 147 00:06:41,020 --> 00:06:43,320 for Nuno, Lucas, Mohamed was 148 00:06:43,470 --> 00:06:46,300 how are they..? how do they see 149 00:06:46,420 --> 00:06:48,460 in their markets that they're covering how do 150 00:06:48,600 --> 00:06:50,840 they manage like Effectiveness, right? 151 00:06:50,960 --> 00:06:53,060 How do they measure Effectiveness? 152 00:06:53,180 --> 00:06:56,480 Whoever wants can start with this question. 153 00:06:57,200 --> 00:06:57,940 With inputs. 154 00:07:06,340 --> 00:07:08,960 Yeah, go. Go ahead. 155 00:07:10,280 --> 00:07:12,680 In the pharma business we have some 156 00:07:12,800 --> 00:07:14,300 several models 157 00:07:14,300 --> 00:07:16,440 that the pharma... 158 00:07:16,600 --> 00:07:18,240 Maybe we adapted, yeah? 159 00:07:18,240 --> 00:07:21,460 One of them is Sales Force Effectiveness 160 00:07:21,540 --> 00:07:22,840 in terms of the CRM 161 00:07:23,030 --> 00:07:25,480 Return of the clients and return of investment. 162 00:07:25,580 --> 00:07:27,220 Yeah maybe you can 163 00:07:27,320 --> 00:07:29,940 have some linkage between the three of them. 164 00:07:30,190 --> 00:07:32,340 and then the other thing is 165 00:07:32,440 --> 00:07:35,420 change the way we can approach to the market. 166 00:07:35,840 --> 00:07:37,660 The example you say right now 167 00:07:38,840 --> 00:07:40,540 is very familiar for me here. 168 00:07:40,740 --> 00:07:43,180 They had a very good success 169 00:07:43,380 --> 00:07:44,680 several years ago 170 00:07:44,680 --> 00:07:46,680 and then some other 171 00:07:47,000 --> 00:07:50,060 companies not like big one like Takeda but 172 00:07:50,240 --> 00:07:53,560 other ones, they try to follow the same model 173 00:07:52,750 --> 00:07:55,480 same model yeah I saw many things in UK 174 00:07:55,680 --> 00:07:58,260 and I saw many change so what they did? 175 00:07:58,300 --> 00:07:59,520 More responsibility, 176 00:07:59,620 --> 00:08:01,160 increase naturality of the product 177 00:08:01,260 --> 00:08:04,200 and then give more decision makers for each one 178 00:08:04,320 --> 00:08:06,020 but before they do that 179 00:08:06,020 --> 00:08:09,020 they went to the 180 00:08:09,030 --> 00:08:12,940 huge and training in UK in EU. 181 00:08:13,590 --> 00:08:16,260 They delivered this type of Professionals in the market. 182 00:08:16,320 --> 00:08:18,980 with the linkage with strong software. 183 00:08:19,280 --> 00:08:20,260 Softwares 184 00:08:20,380 --> 00:08:22,400 developed for the company and the other ones 185 00:08:22,460 --> 00:08:26,140 softwares from the internal. 186 00:08:26,480 --> 00:08:28,660 This is what they the positioned 187 00:08:28,780 --> 00:08:29,780 and yeah. 188 00:08:29,960 --> 00:08:34,060 Today some companies use the same model in UK. 189 00:08:35,800 --> 00:08:38,680 Awesome. How about your markets? 190 00:08:38,830 --> 00:08:40,340 Mohamed? Lucas? 191 00:08:40,440 --> 00:08:42,500 So we were just talking about very interesting topic 192 00:08:42,620 --> 00:08:44,120 about like how does it work 193 00:08:44,500 --> 00:08:46,340 that in let's say in the Middle East 194 00:08:46,380 --> 00:08:48,140 you focus more on results 195 00:08:48,140 --> 00:08:50,140 against in the... 196 00:08:50,360 --> 00:08:52,440 let's say in Europe you focus more on influence, 197 00:08:52,520 --> 00:08:53,780 and on results less. 198 00:08:54,640 --> 00:08:55,340 Actually... 199 00:08:55,340 --> 00:08:57,620 Can you give some insight into this? 200 00:08:57,760 --> 00:09:00,380 Yes, in Middle East we focus 201 00:09:00,440 --> 00:09:03,400 on a term I would like to use 202 00:09:03,560 --> 00:09:05,960 "360° Focus", okay? 203 00:09:05,960 --> 00:09:07,960 We look in the whole directions. 204 00:09:08,680 --> 00:09:10,860 If you focused on the Medical Rep, 205 00:09:10,980 --> 00:09:12,800 you focus on his training, okay? 206 00:09:12,880 --> 00:09:14,880 You invest in that Medical Rep 207 00:09:15,020 --> 00:09:16,680 in his training, in his knowledge 208 00:09:16,680 --> 00:09:17,680 medical knowledge, 209 00:09:17,920 --> 00:09:19,480 product knowledge, 210 00:09:19,580 --> 00:09:22,860 all of this ensure his... Make exams to ensure 211 00:09:22,960 --> 00:09:26,260 his proficiency in this issue or in this subject. 212 00:09:26,420 --> 00:09:29,680 Then you focus on his sales. 213 00:09:30,560 --> 00:09:33,220 Either quantitative or qualitative, 214 00:09:33,280 --> 00:09:35,340 according to the company strategy. 215 00:09:35,480 --> 00:09:37,540 Also you focus on his training. 216 00:09:37,600 --> 00:09:40,460 How is he using his communication skills? 217 00:09:42,520 --> 00:09:43,860 All of this. 218 00:09:43,860 --> 00:09:45,800 Then you look... This is part 219 00:09:45,880 --> 00:09:48,160 of the focus, if you focus on the Medical rep. 220 00:09:48,200 --> 00:09:50,600 You can focus also on the customer himself. 221 00:09:51,120 --> 00:09:53,040 Or the physician, for example 222 00:09:53,500 --> 00:09:54,560 You look... 223 00:09:54,560 --> 00:09:57,140 Either we are investing in him, 224 00:09:57,120 --> 00:09:58,220 how much do we invest? 225 00:09:58,220 --> 00:10:00,320 How many Medical Rep follow up with him? 226 00:10:00,500 --> 00:10:03,260 What's our ROI from this issue? 227 00:10:03,900 --> 00:10:05,640 Are we benefiting? 228 00:10:05,830 --> 00:10:08,100 the company's profiting from this 229 00:10:08,220 --> 00:10:09,480 business relationship? 230 00:10:09,560 --> 00:10:12,540 Or are we just....? 231 00:10:12,660 --> 00:10:17,440 We call it a "friendship", not business relationship. 232 00:10:20,860 --> 00:10:23,100 which is very bad for business, a friendship 233 00:10:23,180 --> 00:10:24,840 when it exceeds its results 234 00:10:26,840 --> 00:10:27,960 Okay? 235 00:10:29,420 --> 00:10:33,000 Cool. Lucas, here he's from the world of medical devices 236 00:10:33,120 --> 00:10:34,560 Lucas, you were mentioning something 237 00:10:34,620 --> 00:10:35,500 before the talk, 238 00:10:35,580 --> 00:10:38,440 which I found really like peculiar, really interesting. 239 00:10:38,800 --> 00:10:41,020 Could you..? 240 00:10:41,140 --> 00:10:42,620 Yes, of course. 241 00:10:43,540 --> 00:10:47,840 When we think through Omni Channel, 242 00:10:47,880 --> 00:10:51,480 usually it's how we approach 243 00:10:51,680 --> 00:10:55,800 or which are the points of contact that we have with the customer. 244 00:10:55,800 --> 00:10:57,860 could be a patient, could be a physician, 245 00:10:57,920 --> 00:10:59,500 depending on the industry. 246 00:10:59,820 --> 00:11:04,380 And in some way measuring that 247 00:11:04,880 --> 00:11:07,380 I think it's okay, we have the tools, right? 248 00:11:07,390 --> 00:11:09,920 We can discuss for hours and hours 249 00:11:10,020 --> 00:11:11,340 about the KPIs, right? 250 00:11:11,500 --> 00:11:13,920 There is no magic KPI and it will depend on, 251 00:11:14,000 --> 00:11:15,560 as Nuno mentioned, right? 252 00:11:15,720 --> 00:11:17,360 industry, market, 253 00:11:17,360 --> 00:11:19,360 the way, you know, 254 00:11:19,500 --> 00:11:22,720 the way we play in this market 255 00:11:22,780 --> 00:11:26,040 so every company is like a whole world. 256 00:11:26,140 --> 00:11:28,040 So it's kind of difficult 257 00:11:28,120 --> 00:11:32,240 at least for me, to share the magic recipe here. 258 00:11:32,740 --> 00:11:35,080 But what I wanted to share as well 259 00:11:35,260 --> 00:11:38,000 is that, you know, there is a concept 260 00:11:38,100 --> 00:11:39,880 that I've been using not only here 261 00:11:39,980 --> 00:11:41,660 but in the last at least 262 00:11:41,780 --> 00:11:43,900 I don't know, six to eight years, 263 00:11:44,080 --> 00:11:46,380 is the concept of "commercial effort". 264 00:11:46,360 --> 00:11:49,000 "Commercial effort" being the, you know, 265 00:11:49,160 --> 00:11:51,580 all the investments that the company does 266 00:11:51,700 --> 00:11:54,600 in order to approach the market. 267 00:11:55,380 --> 00:11:57,620 So let's say generating demand, 268 00:11:57,760 --> 00:12:00,200 and achieving 269 00:12:00,280 --> 00:12:03,720 you know ultimately we'll be achieving sales targets. 270 00:12:04,980 --> 00:12:06,260 By doing this, 271 00:12:06,360 --> 00:12:10,120 we are also considering not only commercial 272 00:12:10,280 --> 00:12:13,400 but also marketing, medical departments, 273 00:12:13,480 --> 00:12:14,820 operations, 274 00:12:15,220 --> 00:12:17,340 so, you know, because 275 00:12:17,880 --> 00:12:21,440 everyone needs to be aligned on this patient-centricity concept. 276 00:12:21,640 --> 00:12:24,160 And it's not only just the sales rep 277 00:12:24,320 --> 00:12:27,800 it should be the entire company. 278 00:12:28,260 --> 00:12:30,240 In some way I think 279 00:12:30,380 --> 00:12:32,880 like an idea here could be 280 00:12:32,960 --> 00:12:35,580 that trying to readjust the working system 281 00:12:35,600 --> 00:12:38,260 or the operating system 282 00:12:38,320 --> 00:12:39,860 that the company has 283 00:12:39,860 --> 00:12:41,860 in order to be able to 284 00:12:43,070 --> 00:12:46,740 align to the, let's say, to the trends 285 00:12:46,840 --> 00:12:49,940 or the market, the way the market... 286 00:12:50,540 --> 00:12:52,060 because the market changes, right? 287 00:12:52,160 --> 00:12:54,820 People changed, Market changed, you know. 288 00:12:54,830 --> 00:12:56,740 Post-COVID things changed, 289 00:12:56,860 --> 00:12:58,460 so we also need to adapt 290 00:12:58,460 --> 00:13:01,280 and so maybe adapting this working system 291 00:13:01,360 --> 00:13:03,080 we also be able... 292 00:13:03,160 --> 00:13:05,600 we'll be able to deliver the best 293 00:13:05,960 --> 00:13:09,700 product solutions and even try to have 294 00:13:09,830 --> 00:13:15,340 more... to broaden up the access for the patients 295 00:13:15,440 --> 00:13:18,160 So it's not only about 296 00:13:18,860 --> 00:13:20,940 the sales reps activities 297 00:13:21,060 --> 00:13:23,980 but also about how the company behaves 298 00:13:24,080 --> 00:13:26,940 and how the company interacts with the customers, 299 00:13:27,120 --> 00:13:30,380 internally and also with the external customers. 300 00:13:32,540 --> 00:13:35,360 Yeah can I have... 301 00:13:35,760 --> 00:13:37,740 one more comment? 302 00:13:37,860 --> 00:13:42,340 because we spoke here about some very interesting things. 303 00:13:42,420 --> 00:13:44,640 One of them it was from Mohamed and Lucas, 304 00:13:44,720 --> 00:13:47,600 and then I would like to add one on top of that 305 00:13:49,320 --> 00:13:52,500 All the CRM system we had approached to the market 306 00:13:52,660 --> 00:13:53,940 requires 307 00:13:54,200 --> 00:13:59,300 360° Vision like here in UK, in Europe 308 00:13:59,510 --> 00:14:02,380 we work like with a holistic approach 309 00:14:02,360 --> 00:14:04,260 everything is important 310 00:14:04,400 --> 00:14:06,680 like in the middle of us yeah. 311 00:14:06,820 --> 00:14:08,540 It's important to share this information 312 00:14:08,620 --> 00:14:10,140 because what we learn 313 00:14:10,220 --> 00:14:12,020 and what we teach in training 314 00:14:12,320 --> 00:14:14,680 the salesforce and the sales directors 315 00:14:14,920 --> 00:14:16,720 is like okay everything you can see 316 00:14:16,980 --> 00:14:20,280 is important to be part of the tools 317 00:14:20,360 --> 00:14:24,460 that can bring you research and results yeah. 318 00:14:24,480 --> 00:14:27,480 I think that it is important to share this information. 319 00:14:29,660 --> 00:14:32,940 Thank you. Thank you. We have a question for the panel. 320 00:14:33,040 --> 00:14:36,460 but I cannot upload it to the screen. 321 00:14:37,960 --> 00:14:40,320 We are going to try to make it. 322 00:14:40,440 --> 00:14:42,740 but the question is from Mina 323 00:14:42,860 --> 00:14:45,960 She says "Hello I'm from Egypt too Mohamed" 324 00:14:46,060 --> 00:14:48,040 I have a question for the whole board 325 00:14:48,120 --> 00:14:51,300 regarding Medical Rep being a suitable carreer option. 326 00:14:51,640 --> 00:14:56,280 Do certain personalities fit this job more than others? 327 00:14:56,380 --> 00:14:59,100 If so, what exactly makes them better? 328 00:15:00,240 --> 00:15:02,160 Who wants to go with that? 329 00:15:02,540 --> 00:15:05,300 That's a huge question haha 330 00:15:07,200 --> 00:15:09,920 Mohamed, it's all yours haha 331 00:15:10,380 --> 00:15:14,660 She's asking for me, she's saying "for Mohamed" 332 00:15:14,780 --> 00:15:18,640 haha you've got a fan! 333 00:15:18,820 --> 00:15:22,120 Mohamed, you got a fan! 334 00:15:22,420 --> 00:15:24,520 She's form Egypt! 335 00:15:24,640 --> 00:15:29,630 Ok, Medical Rep job, yes, it fits for everyone. 336 00:15:29,700 --> 00:15:32,800 But some people have more 337 00:15:32,800 --> 00:15:35,820 capabilities or are talented from the start. 338 00:15:36,040 --> 00:15:38,040 But everything you can learn. 339 00:15:38,080 --> 00:15:39,880 There's nothing that's only talent. 340 00:15:39,980 --> 00:15:41,960 Otherwise, all of us will be staying at home, 341 00:15:41,960 --> 00:15:43,140 We won't be working. 342 00:15:43,760 --> 00:15:46,160 Everything you have to learn. 343 00:15:46,240 --> 00:15:47,480 You have to study. 344 00:15:47,600 --> 00:15:49,820 Otherwise you will stay where you are. 345 00:15:50,060 --> 00:15:54,320 We are born not ready like Juliana, 346 00:15:54,380 --> 00:15:56,440 we are born to learn. 347 00:15:57,080 --> 00:16:00,920 haha I'm not "born ready" haha 348 00:16:03,880 --> 00:16:07,060 Medical rep yes, it's suitable for everybody 349 00:16:07,120 --> 00:16:10,020 but we need to to make some efforts, okay? 350 00:16:10,160 --> 00:16:11,920 We need to study, we need to train. 351 00:16:12,000 --> 00:16:13,940 We need to take it seriously. 352 00:16:14,060 --> 00:16:16,100 It's not for fun, it's not easy 353 00:16:16,100 --> 00:16:17,630 but it has a lot of 354 00:16:17,630 --> 00:16:20,440 challenges and benefits also. 355 00:16:21,260 --> 00:16:24,960 It helps to improve your character, improve your personality. 356 00:16:25,040 --> 00:16:27,900 And also it will give you a lot of experience. 357 00:16:29,190 --> 00:16:32,340 So that's my short answer for this question. 358 00:16:32,440 --> 00:16:35,120 It's a very huge one, I can't answer all of it. 359 00:16:36,480 --> 00:16:38,600 Can I add something? Can I add something? 360 00:16:38,700 --> 00:16:40,660 Yes, please! 361 00:16:42,340 --> 00:16:46,700 So the way I see this is 362 00:16:48,720 --> 00:16:51,540 because I was sharing this previously, right? 363 00:16:51,620 --> 00:16:52,840 So the market changed. 364 00:16:53,000 --> 00:16:55,400 There were some improvements. 365 00:16:55,560 --> 00:17:00,100 Even our customers are now millennials, 366 00:17:00,220 --> 00:17:02,280 instead of baby boomers, 367 00:17:02,360 --> 00:17:03,900 so that's also 368 00:17:04,020 --> 00:17:07,300 it's really important the way we approach, right? 369 00:17:08,440 --> 00:17:11,900 and when we think about the medical sales rep 370 00:17:12,160 --> 00:17:14,380 or you know pharmaceutical sales rep 371 00:17:14,460 --> 00:17:16,800 or whatever says rep on the healthcare, 372 00:17:16,880 --> 00:17:18,500 life sciences industry. 373 00:17:18,960 --> 00:17:21,360 I think an important 374 00:17:21,480 --> 00:17:24,840 let's say idea or concept would be 375 00:17:25,310 --> 00:17:27,220 trying to move 376 00:17:27,380 --> 00:17:30,360 from the sales rep 377 00:17:30,360 --> 00:17:34,300 to a territory business manager mindset. 378 00:17:35,260 --> 00:17:38,780 It's like owning the territory in which you are 379 00:17:38,900 --> 00:17:40,600 and trying to 380 00:17:40,760 --> 00:17:42,460 as you mentioned Mohamed, 381 00:17:42,560 --> 00:17:46,400 try to learn, trying to get the skills 382 00:17:46,400 --> 00:17:47,910 knowledge 383 00:17:47,910 --> 00:17:50,560 and behaviors that you will need 384 00:17:50,660 --> 00:17:53,440 to excel in that territory. 385 00:17:53,620 --> 00:17:57,280 You know? So it's not only being accountable 386 00:17:57,400 --> 00:17:59,360 but also the owner 387 00:17:59,640 --> 00:18:03,040 and by owning you will be in the need of 388 00:18:03,220 --> 00:18:05,420 more training, asking questions, 389 00:18:05,520 --> 00:18:08,760 using the tools that we have in place 390 00:18:08,960 --> 00:18:12,020 commercial processes, commercial tools 391 00:18:12,320 --> 00:18:15,340 CRMs, maybe you have dashboards, 392 00:18:15,420 --> 00:18:17,680 you have KPIs, lots of things. 393 00:18:17,760 --> 00:18:20,620 Usually in the companies that I worked for 394 00:18:20,800 --> 00:18:23,820 there was a huge investment on tools 395 00:18:24,080 --> 00:18:25,340 and processes 396 00:18:25,340 --> 00:18:27,030 and sometimes 397 00:18:27,030 --> 00:18:29,380 the sales rep gets overwhelmed 398 00:18:29,880 --> 00:18:33,340 because there is too much and they need to sell 399 00:18:33,440 --> 00:18:37,020 So they need to be doing the... 400 00:18:37,140 --> 00:18:40,000 the fronting, being in the front. 401 00:18:40,340 --> 00:18:43,340 So I think maybe something everyone can 402 00:18:43,440 --> 00:18:45,840 try to you know use 403 00:18:45,840 --> 00:18:47,520 as a way of let's say 404 00:18:47,560 --> 00:18:49,560 a disruptive way of thinking is 405 00:18:49,920 --> 00:18:53,420 How can I turn from a sales rep 406 00:18:53,540 --> 00:18:56,180 into a territory business manager? 407 00:18:59,320 --> 00:19:00,640 That's interesting. 408 00:19:00,640 --> 00:19:02,640 Actually, Lucas, I can 409 00:19:02,780 --> 00:19:05,620 take from you, from what you said. 410 00:19:06,340 --> 00:19:10,220 This is our burden as SFE. 411 00:19:10,680 --> 00:19:13,000 To help facilitate, 412 00:19:13,280 --> 00:19:16,020 introducing all the tools, 413 00:19:16,120 --> 00:19:18,100 the knowledge, and the training 414 00:19:18,180 --> 00:19:22,150 for the medical rep to facilitate their owning of the territory. 415 00:19:22,760 --> 00:19:25,000 Ok? For example, 416 00:19:25,060 --> 00:19:27,380 you said he is overwhelmed. 417 00:19:27,700 --> 00:19:31,420 I don't need to overwhelm him with a complicated CRM. 418 00:19:32,460 --> 00:19:36,340 His Daily Report concerns of 419 00:19:36,320 --> 00:19:39,860 coverage, frequency, how to perform it, 420 00:19:40,000 --> 00:19:42,000 it shouldn't be complicated. 421 00:19:41,910 --> 00:19:44,960 It should be simple so that he can perform 422 00:19:45,080 --> 00:19:48,420 in seamless time or smoothly. 423 00:19:50,260 --> 00:19:53,360 We have another question from the audience. 424 00:19:53,460 --> 00:19:56,020 From an attendee. He says: 425 00:19:56,120 --> 00:19:59,380 Is the KPI is linked with the 426 00:19:59,520 --> 00:20:02,700 incentives calculation? Secondly, 427 00:20:02,910 --> 00:20:07,020 KPI is dependent on performance evaluation of MR? 428 00:20:07,100 --> 00:20:09,920 Means 60% coverage and frequency 429 00:20:10,040 --> 00:20:14,840 and 40% KPI's evaluation is on sales revenue contribution. 430 00:20:16,460 --> 00:20:18,640 One second, let me see oh 431 00:20:18,720 --> 00:20:21,880 There you go, thank you. 432 00:20:37,200 --> 00:20:40,060 Can I say something more theoretical? 433 00:20:40,140 --> 00:20:43,300 because I don't use, you know, 434 00:20:43,400 --> 00:20:46,800 currently I don't use that many KPIs like this. 435 00:20:46,900 --> 00:20:47,840 But theoretically 436 00:20:47,900 --> 00:20:49,680 one thing is you need to define 437 00:20:49,740 --> 00:20:53,480 the behavior you're looking your sales reps to have. 438 00:20:54,300 --> 00:20:56,440 So it's very difficult to 439 00:20:56,520 --> 00:20:59,080 at least for me, say if it's 60, 440 00:20:59,160 --> 00:21:02,220 40, or how you're weighting right your KPIs 441 00:21:02,280 --> 00:21:04,900 in order to drive behavior but you need to 442 00:21:05,020 --> 00:21:06,560 first of all you need to define 443 00:21:06,680 --> 00:21:09,200 which behaviors you want to drive right 444 00:21:09,340 --> 00:21:15,620 and then try to understand the weight of those KPIs. 445 00:21:18,280 --> 00:21:20,700 Can I add something? 446 00:21:20,940 --> 00:21:23,500 Yeah, yeah please. 447 00:21:23,760 --> 00:21:26,500 For this type of question, 448 00:21:26,760 --> 00:21:29,020 what I saw here, depends 449 00:21:29,220 --> 00:21:33,400 what is the main objectives of the company 450 00:21:33,560 --> 00:21:36,260 in that region or territory 451 00:21:36,400 --> 00:21:39,060 because in that case maybe 452 00:21:39,160 --> 00:21:43,800 they are willing to increase or grow in the market share 453 00:21:43,900 --> 00:21:45,780 in terms of contacts, ok? 454 00:21:46,400 --> 00:21:47,980 Maybe it works 455 00:21:48,100 --> 00:21:51,520 or only they are willing to increase results 456 00:21:51,660 --> 00:21:53,840 with existing clients. 457 00:21:53,960 --> 00:21:57,820 That doesn't mean that all the data that receive it right now 458 00:21:57,920 --> 00:22:00,680 this question is a little different. 459 00:22:00,760 --> 00:22:03,660 So it will depend on each company 460 00:22:03,790 --> 00:22:07,020 for each region and each time of the year 461 00:22:07,100 --> 00:22:08,540 they will provide you 462 00:22:08,700 --> 00:22:11,800 the Strategic Direction they want to move forward 463 00:22:11,900 --> 00:22:14,220 and then if they tell you, okay 464 00:22:14,300 --> 00:22:17,380 "we need to increase the penetration of the market" 465 00:22:17,420 --> 00:22:18,720 the market share 466 00:22:18,860 --> 00:22:25,520 so we need to find around 50% more new opportunities, 467 00:22:25,620 --> 00:22:29,120 clients, or whatever, or doctors. 468 00:22:29,220 --> 00:22:30,480 So they change. 469 00:22:30,740 --> 00:22:34,080 But the second quarter or third quarter, 470 00:22:34,220 --> 00:22:35,560 what we need to do is 471 00:22:35,640 --> 00:22:38,220 the existing clients what you need to do is 472 00:22:38,300 --> 00:22:40,700 increase the sales for existing clients. 473 00:22:41,000 --> 00:22:43,940 Our coverage is 100% or 90% 474 00:22:44,060 --> 00:22:45,940 but our turnover is very high 475 00:22:46,440 --> 00:22:51,880 So yeah this is a question but we have some some issues. 476 00:22:52,120 --> 00:22:54,340 One of them is we needed to measure 477 00:22:54,440 --> 00:22:58,400 first the customized lifetime value 478 00:22:58,550 --> 00:23:00,260 because you need to understand 479 00:23:00,320 --> 00:23:02,800 how many visits you give these clients, yeah? 480 00:23:03,120 --> 00:23:05,000 And then understand if these client 481 00:23:05,240 --> 00:23:08,400 are willing to bring us or deliver us the results 482 00:23:08,480 --> 00:23:10,260 that we expect for them 483 00:23:10,340 --> 00:23:12,720 and how long we need to expect this time. 484 00:23:12,920 --> 00:23:15,860 And you have all other priorities 485 00:23:16,040 --> 00:23:19,600 like pipeline, velocity, 486 00:23:19,680 --> 00:23:21,550 understand what is 487 00:23:21,550 --> 00:23:24,340 our proposition in terms of our report 488 00:23:24,550 --> 00:23:26,300 and our approach to the doctors, 489 00:23:26,440 --> 00:23:28,760 what is our priority i the products, 490 00:23:29,020 --> 00:23:31,940 and customer satisfaction. 491 00:23:32,140 --> 00:23:34,140 What do we mean by customer satisfaction? 492 00:23:34,200 --> 00:23:38,860 Work very well with the otcs and then with our potential clients. 493 00:23:38,960 --> 00:23:40,600 business to business, 494 00:23:40,960 --> 00:23:43,820 doctors in some cases, or pharmacist 495 00:23:44,000 --> 00:23:46,820 or sellers, it depends on the position. 496 00:23:48,460 --> 00:23:50,560 Ok, yeah. 497 00:23:51,260 --> 00:23:52,860 Regarding this question, 498 00:23:52,960 --> 00:23:55,240 Yes, regarding this question, 499 00:23:55,340 --> 00:23:59,320 first the incentive is 500 00:23:59,460 --> 00:24:01,460 the motivation for the Medical Rep 501 00:24:01,740 --> 00:24:05,160 and its calculation differs from company to company 502 00:24:05,260 --> 00:24:07,600 to another company according to its strategy. 503 00:24:08,120 --> 00:24:09,980 Sometimes there is a company 504 00:24:10,060 --> 00:24:12,760 solely focused on sales 505 00:24:12,940 --> 00:24:15,360 so it's 100% on sales 506 00:24:15,360 --> 00:24:17,320 no need for coverage frequency 507 00:24:17,320 --> 00:24:19,420 wherever you get the sales it's fine. 508 00:24:19,700 --> 00:24:23,420 Sometimes it's 80% sales 20% KPIs 509 00:24:23,540 --> 00:24:28,100 the percentage differs according to the company's strategy, 510 00:24:28,840 --> 00:24:32,620 but the main goal of the incentive is motivation. 511 00:24:32,820 --> 00:24:35,220 whatever it's way of calculation 512 00:24:35,620 --> 00:24:38,000 it differs according to the company. 513 00:24:38,440 --> 00:24:40,900 Right, thank you. Guys... 514 00:24:41,080 --> 00:24:42,800 Sorry, Nuno, you want to... 515 00:24:42,900 --> 00:24:46,340 Yeah, that's correct. What we needed to do first 516 00:24:46,440 --> 00:24:49,180 before doing something is 517 00:24:49,360 --> 00:24:52,080 understand what is the company's 518 00:24:52,180 --> 00:24:54,720 vision and strategy for that period of time 519 00:24:54,900 --> 00:24:57,200 and then build our strategical plan 520 00:24:57,240 --> 00:25:00,180 with the help of 521 00:25:00,260 --> 00:25:02,580 the supervisor or the sales manager 522 00:25:02,600 --> 00:25:04,000 or whatever, yeah. 523 00:25:04,000 --> 00:25:05,640 And then we can build the plan. 524 00:25:06,020 --> 00:25:09,380 Nice. We have another question for the panel. 525 00:25:09,480 --> 00:25:10,940 Let me show you. 526 00:25:11,040 --> 00:25:12,940 It's from Marwa saying 527 00:25:12,940 --> 00:25:13,910 Hello everyone. 528 00:25:13,910 --> 00:25:16,860 I'm really happy to see you all. 529 00:25:16,910 --> 00:25:19,520 My question is what tools should I master 530 00:25:19,620 --> 00:25:23,520 to take my step from MR to SEE supervisor? 531 00:25:24,260 --> 00:25:27,300 I'm sure it's SFE not SEE haha 532 00:25:27,300 --> 00:25:29,300 Yes, SFE! 533 00:25:33,270 --> 00:25:36,480 Who wants to take that question, guys? 534 00:25:36,480 --> 00:25:38,320 One case... 535 00:25:38,940 --> 00:25:40,360 Go ahead, go ahead. 536 00:25:40,460 --> 00:25:42,940 This is a very good question yeah. 537 00:25:43,000 --> 00:25:45,880 This is one million question haha 538 00:25:47,560 --> 00:25:50,520 Well, can I start? 539 00:25:50,760 --> 00:25:51,940 Yeah, please. 540 00:25:51,940 --> 00:25:53,940 Sorry, well... 541 00:25:59,670 --> 00:26:01,400 The first thing is understand if 542 00:26:01,440 --> 00:26:04,480 the company you are working right now or you're going to work 543 00:26:04,680 --> 00:26:06,560 if they have a 544 00:26:06,720 --> 00:26:08,960 growing plan in a couple of years. 545 00:26:09,380 --> 00:26:11,580 If they have growing plan maybe they have 546 00:26:11,680 --> 00:26:13,520 a new position open in a couple of years. 547 00:26:13,600 --> 00:26:14,500 This is the first thing. 548 00:26:14,500 --> 00:26:15,600 The second thing is 549 00:26:15,820 --> 00:26:17,600 be prepared 550 00:26:17,800 --> 00:26:19,600 and show to the company 551 00:26:19,670 --> 00:26:21,020 with your results, 552 00:26:21,020 --> 00:26:22,440 attitude, 553 00:26:22,960 --> 00:26:25,580 positive thinking, training 554 00:26:25,760 --> 00:26:27,540 and passion 555 00:26:27,540 --> 00:26:28,840 and ambition 556 00:26:29,520 --> 00:26:31,940 learn and show to the company, 557 00:26:32,030 --> 00:26:34,300 or show to your boss, 558 00:26:34,400 --> 00:26:36,540 your first line of directors or whatever 559 00:26:36,680 --> 00:26:39,180 show them that you are willing 560 00:26:39,280 --> 00:26:41,100 to grow inside of the company 561 00:26:41,180 --> 00:26:43,220 and yo want to move forward 562 00:26:43,800 --> 00:26:47,620 and you have skills and knowledge to learn more 563 00:26:47,740 --> 00:26:50,600 and bring your knowledge to the company 564 00:26:50,760 --> 00:26:52,720 and deliver results to the company, yeah? 565 00:26:53,000 --> 00:26:54,540 The company you work right now. 566 00:26:54,620 --> 00:26:57,700 This is the first step I think you need to... 567 00:26:59,080 --> 00:27:01,080 to understand. The other thing is 568 00:27:01,140 --> 00:27:03,860 if the company doesn't give you 569 00:27:03,940 --> 00:27:05,660 what you're looking for 570 00:27:05,960 --> 00:27:08,380 because they are not in plan to grow, 571 00:27:09,300 --> 00:27:12,180 what you need to do is look for other opportunity 572 00:27:12,300 --> 00:27:13,740 outside of the market yeah 573 00:27:13,840 --> 00:27:16,160 outside this company or wait 574 00:27:16,260 --> 00:27:17,900 but I think the most important right now is 575 00:27:18,000 --> 00:27:20,940 to have this type of attitude, this type of behaviors, 576 00:27:21,120 --> 00:27:23,480 bring results, learn 577 00:27:23,480 --> 00:27:25,740 and show your 578 00:27:26,060 --> 00:27:31,040 availability or skills to manage the team 579 00:27:31,150 --> 00:27:33,140 or go to the marketing team forever. 580 00:27:33,320 --> 00:27:35,920 You need to show them that you are willing to do that 581 00:27:36,160 --> 00:27:38,840 because we need to understand 582 00:27:38,940 --> 00:27:40,860 and then they need to see in you 583 00:27:40,940 --> 00:27:43,680 you have the skills or the requirements 584 00:27:43,790 --> 00:27:46,140 they're looking for in this type of position. 585 00:27:47,140 --> 00:27:49,160 It's not simple, you know. 586 00:27:49,220 --> 00:27:49,980 Ideally... 587 00:27:50,080 --> 00:27:51,540 You need to do this... 588 00:27:51,540 --> 00:27:53,540 There's no formula. 589 00:27:54,620 --> 00:27:56,460 Sorry, yes. 590 00:27:56,600 --> 00:27:59,700 It's well said but I'll be a little bit biased with this one 591 00:27:59,800 --> 00:28:02,180 because the name is Middle Eastern 592 00:28:02,240 --> 00:28:04,480 so I believe she's aiming for 593 00:28:04,580 --> 00:28:06,520 something in our company 594 00:28:06,600 --> 00:28:09,040 our region actually. 595 00:28:10,760 --> 00:28:15,160 SFE mainly in the Middle East is based on analysis. 596 00:28:15,790 --> 00:28:17,720 Analysis for a lot of data, 597 00:28:17,800 --> 00:28:22,220 either from marketing from sales, from marketing, from commercial, 598 00:28:23,360 --> 00:28:24,900 medical science liaisons, 599 00:28:25,550 --> 00:28:27,980 also field trainers, coaching reports, 600 00:28:28,120 --> 00:28:29,780 all of these, okay? 601 00:28:29,780 --> 00:28:31,720 Analytical thinking is 602 00:28:31,820 --> 00:28:36,660 one of the basic tools or skills 603 00:28:36,760 --> 00:28:39,480 you have to master to be SFE, 604 00:28:39,600 --> 00:28:41,500 or to be involved in SFE. 605 00:28:41,500 --> 00:28:43,700 This is a Middle East purely. 606 00:28:43,840 --> 00:28:47,580 I don't have much experience outside the Middle East. 607 00:28:49,200 --> 00:28:50,200 Okay? 608 00:28:50,380 --> 00:28:53,640 Also know that SFE is a department, 609 00:28:53,740 --> 00:28:56,600 multi-Department, which means 610 00:28:57,520 --> 00:29:00,160 part of the marketing, they have to make analysis 611 00:29:00,260 --> 00:29:06,150 for the targeting, segmentation, positioning of a new drug. 612 00:29:06,150 --> 00:29:08,040 for example, okay? 613 00:29:08,480 --> 00:29:11,340 The Medical Rep or the sales team 614 00:29:11,440 --> 00:29:14,360 they have to make analysis and forecasting for 615 00:29:14,500 --> 00:29:17,980 the future sales, according to the current 616 00:29:18,060 --> 00:29:20,360 and the previous history of sales 617 00:29:20,420 --> 00:29:21,620 and also comparative 618 00:29:21,760 --> 00:29:26,240 comparative planning with other companies, 619 00:29:28,820 --> 00:29:31,660 like I don't know if I can say IQVIA sales 620 00:29:31,720 --> 00:29:34,380 or something like this, okay? 621 00:29:34,790 --> 00:29:38,900 Whatever the way, the main basic skill in this issue 622 00:29:39,020 --> 00:29:42,140 is analytical thinking. 623 00:29:42,280 --> 00:29:46,440 This will help you to acquire SFE easier 624 00:29:46,540 --> 00:29:47,800 in the Middle East. 625 00:29:48,800 --> 00:29:51,100 I hope this answers for the question. 626 00:29:51,660 --> 00:29:56,900 Great. Actually we have a quite participating 627 00:29:57,100 --> 00:30:00,820 participating attendees so... 628 00:30:00,940 --> 00:30:04,040 Can I just quickly share a different approach? 629 00:30:04,180 --> 00:30:07,640 which may... I think it could be some... you know 630 00:30:07,740 --> 00:30:10,940 because I tend to be very practical with things. 631 00:30:11,340 --> 00:30:13,780 So first of all in, you know, 632 00:30:13,900 --> 00:30:17,220 I think this question was pointing on tools, right? 633 00:30:17,280 --> 00:30:19,060 But first of all, first of all, 634 00:30:19,120 --> 00:30:21,940 my first recommendation will be 635 00:30:22,220 --> 00:30:25,200 ask for both of them to understand 636 00:30:25,270 --> 00:30:27,780 what is expected from the positions. 637 00:30:27,980 --> 00:30:29,240 Start from there 638 00:30:29,360 --> 00:30:31,980 because you will have something written down here 639 00:30:32,080 --> 00:30:33,720 and you will compare, right? first of all 640 00:30:34,270 --> 00:30:37,060 to understand where you need to focus 641 00:30:37,160 --> 00:30:39,500 and because it's not only tools 642 00:30:39,880 --> 00:30:41,940 as Nuno and Mohamed mentioned, 643 00:30:42,200 --> 00:30:44,160 it's not only tools it's also skills, 644 00:30:44,550 --> 00:30:47,500 knowledge, business acumen you have to have 645 00:30:47,600 --> 00:30:49,400 to consider here 646 00:30:52,300 --> 00:30:54,900 and SFE has lots of tools and processes 647 00:30:55,200 --> 00:30:57,300 as you mentioned, segmentation, 648 00:30:57,440 --> 00:31:01,380 targeting, sales enablement, performance assessment, 649 00:31:01,640 --> 00:31:04,060 training and development, 650 00:31:04,460 --> 00:31:06,400 I think there is one 651 00:31:06,760 --> 00:31:08,960 that you could leverage if you 652 00:31:09,080 --> 00:31:12,460 if you gain more experience on this 653 00:31:13,420 --> 00:31:17,040 and it's called "being the voice of the field" 654 00:31:18,240 --> 00:31:21,580 Being the voice of the field in my opinion 655 00:31:21,660 --> 00:31:24,460 is translating commercial information 656 00:31:24,580 --> 00:31:28,040 into insights to the rest of teams, 657 00:31:28,260 --> 00:31:29,980 so marketing, finance, 658 00:31:30,080 --> 00:31:32,660 operations, medical, even the general manager, 659 00:31:32,760 --> 00:31:35,240 whoever needs information from the field. 660 00:31:35,800 --> 00:31:37,920 But translating this 661 00:31:38,160 --> 00:31:40,240 it's something that could be let's say 662 00:31:40,340 --> 00:31:41,520 the next step, right? 663 00:31:41,600 --> 00:31:43,660 instead of just thinking of tools, 664 00:31:43,920 --> 00:31:46,660 it's more about how you approach 665 00:31:46,780 --> 00:31:49,400 and how you add value to the team, okay? 666 00:31:49,460 --> 00:31:50,800 because that's more or less 667 00:31:50,860 --> 00:31:52,680 what SFE should be doing here 668 00:31:52,760 --> 00:31:55,420 not only providing reports and that stuff 669 00:31:55,500 --> 00:31:58,440 but more translating that into actionable items. 670 00:31:59,020 --> 00:32:01,280 And so that's, you know, 671 00:32:01,380 --> 00:32:03,740 just a different approach but a way of trying 672 00:32:03,840 --> 00:32:06,000 to be more practical let's say and 673 00:32:06,100 --> 00:32:07,340 something you can apply you know 674 00:32:07,510 --> 00:32:08,580 starting tomorrow. 675 00:32:09,000 --> 00:32:10,580 I like it. 676 00:32:10,680 --> 00:32:14,300 Let me post a question from George. 677 00:32:14,560 --> 00:32:17,000 It says: from your experience, 678 00:32:17,150 --> 00:32:19,260 what metrics have you seen that actually 679 00:32:19,480 --> 00:32:23,840 moved towards SFE excellence? 680 00:32:23,980 --> 00:32:27,100 and do you have any examples of 681 00:32:27,270 --> 00:32:29,680 of role model SFE teams? 682 00:32:30,380 --> 00:32:33,900 Who wants to tackle that? Lucas? Nuno? 683 00:32:34,700 --> 00:32:36,380 Mohamed? 684 00:32:43,760 --> 00:32:45,820 What I can say about this 685 00:32:45,940 --> 00:32:49,460 is again there is no magical recipe. 686 00:32:49,640 --> 00:32:53,620 and it's that... 687 00:32:53,880 --> 00:32:57,460 It will depend on, I think we shared this previously, 688 00:32:59,960 --> 00:33:04,480 that you need to think how your company operates, 689 00:33:04,960 --> 00:33:06,900 the market in which you play 690 00:33:07,200 --> 00:33:09,760 how you want to play in that market 691 00:33:10,040 --> 00:33:14,440 So get, you know, to build your strategic priorities 692 00:33:15,960 --> 00:33:18,200 After that you will be able to 693 00:33:18,280 --> 00:33:19,760 start having conversations with 694 00:33:19,820 --> 00:33:22,080 your commercial team, with the general manager, 695 00:33:22,180 --> 00:33:24,260 marketing, you know, or 696 00:33:24,740 --> 00:33:27,460 try to understand which are the... 697 00:33:27,660 --> 00:33:29,400 the metrics that you need. 698 00:33:29,560 --> 00:33:32,740 But there is no, at least in my experience, 699 00:33:32,820 --> 00:33:34,480 There is no magic recipe here. 700 00:33:34,580 --> 00:33:37,940 It's more about trying to align with the strategic priorities 701 00:33:38,040 --> 00:33:40,220 that the company has 702 00:33:40,270 --> 00:33:42,840 so you need to drive lots of conversations there. 703 00:33:42,940 --> 00:33:45,840 and you need to understand exactly 704 00:33:46,440 --> 00:33:49,380 what the company wants to achieve 705 00:33:49,440 --> 00:33:52,500 in the short term, midterm, even the long term 706 00:33:52,580 --> 00:33:54,860 because you mentioned the role model, 707 00:33:54,980 --> 00:33:56,720 So a model is something that should be 708 00:33:56,820 --> 00:33:58,800 consistent, right? 709 00:33:58,900 --> 00:34:01,460 throughout you know at least in my opinion 710 00:34:01,600 --> 00:34:02,460 five years, right? 711 00:34:02,540 --> 00:34:04,560 you need to think about 712 00:34:05,380 --> 00:34:08,920 maybe it sounds a little uh let's say 713 00:34:09,120 --> 00:34:10,860 repetitive but things about 714 00:34:10,960 --> 00:34:12,300 Mission, Vision, right? 715 00:34:12,400 --> 00:34:15,760 but if you apply those to the SFE department 716 00:34:16,160 --> 00:34:19,180 it's something that could be useful as well. 717 00:34:21,200 --> 00:34:23,840 I believe... I want to add something uh 718 00:34:23,960 --> 00:34:27,280 I believe SFE main task in this issue is 719 00:34:27,380 --> 00:34:29,040 to improve the excellence 720 00:34:30,720 --> 00:34:32,200 that we are 721 00:34:32,280 --> 00:34:34,860 a communication link, okay? 722 00:34:35,060 --> 00:34:38,520 All the time, almost all the time, we have 723 00:34:40,070 --> 00:34:43,260 a fight going on between marketing and sales. 724 00:34:45,040 --> 00:34:46,960 Because of lack of... 725 00:34:47,100 --> 00:34:50,100 haha Mr. Lucas understands what I mean 726 00:34:51,660 --> 00:34:54,540 because of a lot of miscommunication, 727 00:34:54,600 --> 00:34:57,480 lack of communication causes a lot of fights 728 00:34:57,580 --> 00:34:59,680 between the two departments. 729 00:35:00,120 --> 00:35:02,760 The SFE is a linking... 730 00:35:03,640 --> 00:35:07,240 A linking chain in the middle, okay? 731 00:35:07,590 --> 00:35:10,540 It helps to deliver the message 732 00:35:10,880 --> 00:35:13,220 from the marketing team to the medical reps 733 00:35:13,320 --> 00:35:16,440 and give feedback to the marketing team 734 00:35:16,400 --> 00:35:19,100 from the sales team, okay, 735 00:35:19,180 --> 00:35:24,260 to facilitate the communication, so reaching a better performance. 736 00:35:25,180 --> 00:35:27,140 This is just... 737 00:35:29,100 --> 00:35:30,220 Great! 738 00:35:33,960 --> 00:35:37,120 Okay yeah I can have some... 739 00:35:37,180 --> 00:35:38,600 Please! 740 00:35:38,780 --> 00:35:41,880 So yeah, what we talk about 741 00:35:41,980 --> 00:35:44,020 I agree 100% yeah 742 00:35:44,160 --> 00:35:47,740 but in terms of the... First of all, 743 00:35:47,920 --> 00:35:51,140 what you needed to understand is 744 00:35:51,460 --> 00:35:55,120 what is the strategical vision 745 00:35:55,420 --> 00:35:57,420 that the company has or the importance 746 00:35:57,540 --> 00:36:00,200 that the company has for the CRM or tool 747 00:36:00,380 --> 00:36:03,560 linked to the marketing strategy 748 00:36:03,880 --> 00:36:07,280 because in some cases the marketing strategy 749 00:36:07,420 --> 00:36:11,400 doesn't look very well with the sales force effectiveness 750 00:36:11,620 --> 00:36:14,420 And what means "salesforce effectiveness?" 751 00:36:14,520 --> 00:36:16,220 for this type of the question 752 00:36:16,400 --> 00:36:21,320 Does it mean that all the tools we have with us 753 00:36:21,780 --> 00:36:25,620 we need them to deliver the performance results 754 00:36:25,880 --> 00:36:29,640 to the internal and external clients yeah 755 00:36:29,960 --> 00:36:34,440 External clients is our first line of clients. 756 00:36:34,520 --> 00:36:35,980 This means it's 757 00:36:36,100 --> 00:36:39,960 pharmacist or GPs, doctors, whatever. 758 00:36:40,240 --> 00:36:43,120 And the other thing is internal line 759 00:36:43,260 --> 00:36:45,200 that you need to understand that 760 00:36:45,310 --> 00:36:48,680 the alignments between marketing and sales 761 00:36:48,820 --> 00:36:50,820 are linked correctly 762 00:36:50,820 --> 00:36:52,760 and then 763 00:36:52,840 --> 00:36:54,960 Lucas and Mohamed 764 00:36:55,080 --> 00:36:58,820 shared one thing it was that 765 00:36:58,960 --> 00:37:01,060 needs to have the connection between 766 00:37:01,100 --> 00:37:04,360 the both together that can achieve very good results. 767 00:37:04,420 --> 00:37:07,900 and then we need to collect the data from our clients 768 00:37:08,120 --> 00:37:10,580 and then bring this data, deliver this 769 00:37:10,880 --> 00:37:15,540 to the marketing team so that all the marketing strategy 770 00:37:15,660 --> 00:37:17,680 and sales force effectiveness 771 00:37:17,880 --> 00:37:21,640 or CRM results bring to the company like 772 00:37:21,800 --> 00:37:24,520 normal, yeah, this is something 773 00:37:25,380 --> 00:37:28,880 It's maybe a complex way but this is this it. 774 00:37:29,140 --> 00:37:32,820 One aspect, just... 775 00:37:32,980 --> 00:37:36,380 let's say, again trying to share 776 00:37:36,440 --> 00:37:38,760 a practical tip here is 777 00:37:38,960 --> 00:37:40,980 we discussed the mission, right, 778 00:37:41,080 --> 00:37:43,200 Mohamed talked about the mission of SFE, right? 779 00:37:43,200 --> 00:37:44,920 Why is their SF in a company? 780 00:37:45,040 --> 00:37:46,440 Why do we need that? 781 00:37:46,680 --> 00:37:49,600 The vision I can share with you that I had 782 00:37:49,720 --> 00:37:53,900 for many years and is that my vision for SFE 783 00:37:54,080 --> 00:37:57,020 is to become the preferred business partner 784 00:37:57,080 --> 00:37:58,960 for your key stakeholders. 785 00:38:00,340 --> 00:38:03,280 So you can build upon that 786 00:38:03,420 --> 00:38:05,600 after that you will... but you 787 00:38:05,680 --> 00:38:07,220 need the mission and the vision, right? 788 00:38:07,320 --> 00:38:10,260 and then you will understand how 789 00:38:10,520 --> 00:38:12,620 how we should be modeling this. 790 00:38:13,760 --> 00:38:15,300 Instead of just sharing a model, 791 00:38:15,400 --> 00:38:18,380 I can share with you this, right? the critical thinking 792 00:38:18,500 --> 00:38:20,000 process about that. 793 00:38:20,360 --> 00:38:21,800 Okay. 794 00:38:23,480 --> 00:38:26,000 Someone wants to say anything else? 795 00:38:26,120 --> 00:38:28,640 or we move to the next question? 796 00:38:29,640 --> 00:38:31,820 OK, next question. 797 00:38:31,900 --> 00:38:34,140 We have from... here. 798 00:38:34,140 --> 00:38:36,140 Let me post it, okay. 799 00:38:36,360 --> 00:38:40,640 As we are now getting on to the era of virtual medical rep, 800 00:38:40,720 --> 00:38:46,160 could you illustrate what are the non-sales KPIs should be enlisted? 801 00:38:49,240 --> 00:38:50,480 Someone... 802 00:38:50,540 --> 00:38:53,040 Non sales KPIs... I believe this is... 803 00:38:53,460 --> 00:38:56,460 There's no. It doesn't exist yeah 804 00:38:56,900 --> 00:38:58,460 yeah haha 805 00:38:58,560 --> 00:39:00,660 It does not exist yet for the real world. 806 00:39:00,820 --> 00:39:01,830 It... 807 00:39:02,700 --> 00:39:04,360 because... if it doesn't make sense 808 00:39:04,480 --> 00:39:07,020 We cannot do it, we cannot do it yeah 809 00:39:07,400 --> 00:39:11,060 In the company we say, there was an old saying 810 00:39:11,260 --> 00:39:13,540 "If sales is fine everything is fine" 811 00:39:13,540 --> 00:39:15,540 haha ok ok 812 00:39:15,660 --> 00:39:18,120 And if sales is not fine? haha 813 00:39:18,660 --> 00:39:21,280 Yeah, but usually sales is not fine, 814 00:39:21,360 --> 00:39:24,920 that's why we have a job, right? haha 815 00:39:28,320 --> 00:39:31,120 But just three bullet points here 816 00:39:31,200 --> 00:39:33,680 on non sales kpis for a virtual rep, 817 00:39:33,780 --> 00:39:37,580 a couple of years ago when I was working in 818 00:39:37,780 --> 00:39:41,440 a Pharma and medical devices company, 819 00:39:41,560 --> 00:39:46,460 I've created a virtual medical project 820 00:39:46,600 --> 00:39:49,980 a virtual medical sales rep project 821 00:39:51,800 --> 00:39:56,080 I had an some issues there because of the Unions 822 00:39:57,060 --> 00:40:01,680 because the Unions in Argentina are very difficult 823 00:40:02,000 --> 00:40:06,800 and so it was an issue there 824 00:40:08,300 --> 00:40:11,260 but we came up with you know 825 00:40:11,380 --> 00:40:13,040 sales and non-sales KPIs 826 00:40:13,120 --> 00:40:15,520 what I can tell you is you need to understand 827 00:40:15,600 --> 00:40:18,420 what you need to measure from this virtual 828 00:40:19,780 --> 00:40:23,520 Medical Rep in order to understand 829 00:40:23,520 --> 00:40:26,080 if he's or she's performing at, you know, 830 00:40:26,120 --> 00:40:27,780 well, right? So... 831 00:40:28,110 --> 00:40:30,700 But you need... This person needs to 832 00:40:30,760 --> 00:40:34,520 to be tracked on skills, 833 00:40:34,560 --> 00:40:37,460 on knowledge, product knowledge, 834 00:40:37,540 --> 00:40:39,540 if they are using the tools 835 00:40:39,760 --> 00:40:44,620 let's say you have an interactive pdf, 836 00:40:45,300 --> 00:40:47,120 so if this person is using this 837 00:40:47,200 --> 00:40:48,840 during the meeting or not. 838 00:40:49,040 --> 00:40:51,760 There are tools that you can measure 839 00:40:52,040 --> 00:40:56,000 if they are using and how long they are investing on each page 840 00:40:56,080 --> 00:40:57,840 of this PDF for instance, 841 00:40:57,940 --> 00:40:59,340 or material that you have 842 00:40:59,480 --> 00:41:01,800 if they are sending an email with materials 843 00:41:01,900 --> 00:41:03,320 or with follow-up questions, 844 00:41:04,920 --> 00:41:08,760 if the behaviors they have 845 00:41:08,860 --> 00:41:11,960 also if they are using the CRM, are they reporting the calls? 846 00:41:12,120 --> 00:41:14,640 how they are... how and which kind of 847 00:41:14,720 --> 00:41:16,580 quality do the pre-call plans have? 848 00:41:16,780 --> 00:41:19,440 Are they preparing themselves well for those meetings? 849 00:41:21,360 --> 00:41:24,140 So some of the... Some ideas, right? 850 00:41:24,740 --> 00:41:26,660 Ok, I like it. 851 00:41:26,660 --> 00:41:28,200 In our days, digital 852 00:41:28,200 --> 00:41:30,620 format or digital social networks, 853 00:41:31,070 --> 00:41:33,680 approach to our first line of the client, 854 00:41:33,920 --> 00:41:36,420 and this is sales analytic and metrics. 855 00:41:36,520 --> 00:41:38,700 This is the first line that the company 856 00:41:38,860 --> 00:41:42,620 understands the behaviors of some reps, 857 00:41:42,780 --> 00:41:46,020 and sales directors and key account managers. 858 00:41:46,160 --> 00:41:48,240 Why? Because they understand very well 859 00:41:48,480 --> 00:41:51,180 how can they interact with the social networks 860 00:41:51,300 --> 00:41:54,420 interact with the digital tools that the company provides them. 861 00:41:54,640 --> 00:41:56,920 to give the correct information 862 00:41:57,040 --> 00:41:59,460 or deliver the correct message 863 00:41:59,560 --> 00:42:03,120 to the HCPs or doctors, now the first line of the client 864 00:42:03,400 --> 00:42:07,180 and then are willing to provide on long time 865 00:42:07,280 --> 00:42:08,780 this is real long time 866 00:42:08,780 --> 00:42:10,780 It happened 867 00:42:11,640 --> 00:42:13,500 some 6, 7, 10 years ago 868 00:42:13,720 --> 00:42:15,000 on time 869 00:42:15,200 --> 00:42:19,780 they received the followup and the feedback for their messages 870 00:42:19,900 --> 00:42:22,220 and then they collected these data with themselves 871 00:42:22,320 --> 00:42:24,320 and then they see it if it is 872 00:42:24,480 --> 00:42:27,960 this type of message, information 873 00:42:28,280 --> 00:42:31,440 are delivered successfully or not successfully. 874 00:42:31,620 --> 00:42:35,160 This is a first measure sales analytics and metrics. 875 00:42:35,280 --> 00:42:38,860 No one's known in terms of Sales Force. 876 00:42:39,040 --> 00:42:41,220 First line, because we don't tell them. 877 00:42:41,310 --> 00:42:43,240 But this is what it is. 878 00:42:43,980 --> 00:42:46,740 ha ha ha ha 879 00:42:47,000 --> 00:42:48,100 Ah, okay. 880 00:42:48,240 --> 00:42:50,080 Can I have more...? 881 00:42:51,320 --> 00:42:52,380 Yes, please. 882 00:42:53,920 --> 00:42:56,200 Hello? Yes! 883 00:42:56,780 --> 00:42:59,940 Regarding the virtual med rep, 884 00:43:00,040 --> 00:43:04,460 in conclusion he's a Medical Rep. 885 00:43:04,780 --> 00:43:07,940 So he will have the same, almost, the same 886 00:43:08,080 --> 00:43:10,920 job description than a regular Medical Rep 887 00:43:11,000 --> 00:43:15,440 He has to make a call with a KLO or a customer, 888 00:43:15,580 --> 00:43:17,580 He has to take feedback, 889 00:43:17,720 --> 00:43:20,740 He has to make him prescribe his drug 890 00:43:20,740 --> 00:43:23,300 or use his medical device 891 00:43:23,420 --> 00:43:25,640 whatever the company, 892 00:43:25,960 --> 00:43:28,340 so I believe it will be almost the same. 893 00:43:28,400 --> 00:43:30,580 He has to make coverage for his list, 894 00:43:31,160 --> 00:43:33,200 with frequency of engagement, 895 00:43:34,980 --> 00:43:36,120 What else? 896 00:43:36,260 --> 00:43:39,120 His ROI, the sales coming from them. 897 00:43:41,220 --> 00:43:43,860 That's correct. That's correct. 898 00:43:44,040 --> 00:43:48,520 Because, like you said, the difference is today we have digital tools 899 00:43:48,660 --> 00:43:50,740 that some years ago we didn't have them. 900 00:43:50,840 --> 00:43:53,480 And then, because it's important to share, 901 00:43:53,600 --> 00:43:58,380 in our days, with so many companies here 902 00:43:59,260 --> 00:44:00,880 try to adapt it 903 00:44:01,260 --> 00:44:05,460 every day, every cycle, or every quarter, 904 00:44:05,640 --> 00:44:07,140 to adapt it for these new tools 905 00:44:07,260 --> 00:44:09,480 for their... bring the results. 906 00:44:09,680 --> 00:44:11,320 This is not easy. 907 00:44:11,480 --> 00:44:13,360 You know, this is very difficult in some cases 908 00:44:13,360 --> 00:44:16,680 because we try to call, contact 909 00:44:17,200 --> 00:44:19,880 directly our client, yeah? 910 00:44:20,000 --> 00:44:23,700 And our client is very high professional client. 911 00:44:24,660 --> 00:44:26,500 You know, so okay. 912 00:44:26,580 --> 00:44:29,300 Ha ha great. 913 00:44:29,500 --> 00:44:34,500 Moving on, we have another question. One second. 914 00:44:35,140 --> 00:44:37,680 Using AI, how we can transfer 915 00:44:37,860 --> 00:44:43,520 CRM tool of analysis to tool helping on taking action? 916 00:44:46,800 --> 00:44:48,320 Yeah. 917 00:44:48,740 --> 00:44:52,500 Yeah, I can start, yeah. 918 00:44:52,500 --> 00:44:53,300 Yeah! 919 00:44:53,300 --> 00:44:55,200 Give me only one minute. 920 00:44:55,400 --> 00:44:57,220 As I told you, 921 00:44:57,800 --> 00:44:59,700 some couple seconds before, 922 00:44:59,900 --> 00:45:02,300 some companies, the majority of the companies 923 00:45:02,680 --> 00:45:05,240 they are to adapt it in our days 924 00:45:05,440 --> 00:45:07,620 for these new tools of AI 925 00:45:07,800 --> 00:45:09,740 and other ones in digital format 926 00:45:09,820 --> 00:45:10,700 Because 927 00:45:11,400 --> 00:45:13,880 who will be using the AI? 928 00:45:14,060 --> 00:45:17,700 AI or whatever artificial intelligence. 929 00:45:18,280 --> 00:45:20,180 Normally is the research companies 930 00:45:20,400 --> 00:45:22,740 that are willing to move forward, yeah? 931 00:45:23,260 --> 00:45:24,400 In Pharma, 932 00:45:24,760 --> 00:45:27,660 they are trying to implement these good methods. 933 00:45:28,060 --> 00:45:29,040 But 934 00:45:29,360 --> 00:45:32,820 they have a lot of 935 00:45:33,220 --> 00:45:37,940 data they needed to collect in only one report. 936 00:45:38,100 --> 00:45:39,460 This is not easy 937 00:45:39,580 --> 00:45:42,000 but they try to do this, they try to adapt it. 938 00:45:42,480 --> 00:45:45,020 But it's something that they are willing to do. 939 00:45:45,120 --> 00:45:47,380 And they do it. 940 00:45:47,980 --> 00:45:52,000 Ok, someone else wants to add something? 941 00:45:52,820 --> 00:45:53,720 Lucas? 942 00:45:53,720 --> 00:45:56,280 What I wanted to share 943 00:45:56,400 --> 00:45:58,500 is umm 944 00:46:01,900 --> 00:46:05,220 This is... In some way this is new. 945 00:46:05,340 --> 00:46:07,380 This is like a trial. 946 00:46:08,920 --> 00:46:13,260 In my experience I'm not so familiarized 947 00:46:13,380 --> 00:46:15,000 because of 948 00:46:15,120 --> 00:46:20,180 my company's policy on AI. 949 00:46:21,480 --> 00:46:25,660 But what I can share is that 950 00:46:26,660 --> 00:46:30,540 if you want to investigate more 951 00:46:30,680 --> 00:46:32,720 and deeper on this 952 00:46:33,200 --> 00:46:36,960 This is a concept of Industry 4.0. 953 00:46:37,220 --> 00:46:40,700 Ok? If you look, if you go to Google 954 00:46:40,780 --> 00:46:44,240 and you search for "industry 4.0" 955 00:46:44,360 --> 00:46:47,280 This is digital transformation. 956 00:46:47,520 --> 00:46:50,960 And maybe you can search about how this applies 957 00:46:51,080 --> 00:46:54,620 to Pharmaceuticals, medical devices, or whatever 958 00:46:54,800 --> 00:46:57,760 healthcare type of company you're working for. 959 00:46:58,000 --> 00:47:00,180 and then you can get also 960 00:47:00,740 --> 00:47:04,400 some info on how to apply this. 961 00:47:04,540 --> 00:47:07,940 Maybe Mohamed has more insights to share. 962 00:47:07,940 --> 00:47:10,280 Those were my two cents. 963 00:47:10,560 --> 00:47:13,520 That's okay, That's fine. Thank you. 964 00:47:13,640 --> 00:47:17,800 Actually you can use AI as a tool 965 00:47:18,320 --> 00:47:22,440 If you want to replace CRM analysis with AI, 966 00:47:22,540 --> 00:47:25,740 I believe it's difficult without your own knowledge. 967 00:47:27,820 --> 00:47:30,620 Let me give an example. 968 00:47:30,920 --> 00:47:36,100 If you take an analysis and give it to the AI 4.0 969 00:47:36,200 --> 00:47:38,900 and then it came up with a decision 970 00:47:39,440 --> 00:47:41,140 Do you agree with it or not? 971 00:47:41,320 --> 00:47:44,420 Are you familiar with it saying something right or wrong? 972 00:47:44,820 --> 00:47:46,980 You have to analyze it by yourself 973 00:47:47,060 --> 00:47:50,120 so that you can know that it's a right decision. 974 00:47:50,180 --> 00:47:52,980 Or it's not, I don't mean the right decision, 975 00:47:53,080 --> 00:47:55,960 If it's suitable to be used in your environment. 976 00:47:56,180 --> 00:47:56,980 Ok, ok. 977 00:47:58,440 --> 00:48:02,360 So using totally or depending totally 978 00:48:02,440 --> 00:48:04,440 on AI in the current stage 979 00:48:04,580 --> 00:48:07,300 I believe it's a little bit... It will take more time. 980 00:48:09,220 --> 00:48:10,880 You have TO by yourself first yeah. 981 00:48:12,040 --> 00:48:13,720 This is something that we talked about. 982 00:48:13,800 --> 00:48:15,680 We need time to adapt it. 983 00:48:17,860 --> 00:48:20,380 Yeah, we have another comment 984 00:48:20,480 --> 00:48:22,260 from the audience saying 985 00:48:22,360 --> 00:48:25,320 SFE contribution in sales growth, 986 00:48:25,440 --> 00:48:28,140 we routinely take a 2% contribution 987 00:48:28,460 --> 00:48:32,100 by increasing engagement and brand addition per customer, 988 00:48:32,260 --> 00:48:35,380 increasing outcome of campaign, 989 00:48:35,520 --> 00:48:37,780 What do you add in this? 990 00:48:44,200 --> 00:48:47,120 I can see Mohamed reading 991 00:48:47,120 --> 00:48:48,550 the question. 992 00:48:49,280 --> 00:48:52,590 I'm very expressive actually haha 993 00:48:53,660 --> 00:48:59,280 Ha ha, who wants to tackle the question? 994 00:49:01,020 --> 00:49:02,720 Lucas? Nuno? 995 00:49:03,680 --> 00:49:05,020 Yeah let's... 996 00:49:05,020 --> 00:49:06,840 I need more explanation for this question. 997 00:49:07,840 --> 00:49:11,600 Yes, we need more details. 998 00:49:11,780 --> 00:49:12,460 Okay. 999 00:49:12,580 --> 00:49:16,460 This is what it is. If it's a question let's try to figure it out. 1000 00:49:16,600 --> 00:49:18,240 Ha ha well yeah 1001 00:49:19,120 --> 00:49:22,480 Then SFE... contirbution... 1002 00:49:24,020 --> 00:49:26,380 Does he talk about his company? 1003 00:49:26,500 --> 00:49:27,860 Or...? 1004 00:49:29,560 --> 00:49:30,780 or I don't know. 1005 00:49:30,900 --> 00:49:34,240 Please give us more background information. 1006 00:49:34,380 --> 00:49:38,360 What kind of tools? 1007 00:49:38,480 --> 00:49:40,580 Or what kind of incomes 1008 00:49:40,820 --> 00:49:43,720 we would have to increase maybe 1009 00:49:43,880 --> 00:49:46,100 for some outcome in campaigns? 1010 00:49:47,040 --> 00:49:49,640 First we need to measure very well the KPIs. 1011 00:49:50,020 --> 00:49:51,460 What are they looking for? 1012 00:49:51,560 --> 00:49:54,020 The second thing is try to analyze 1013 00:49:54,120 --> 00:49:56,480 with territory management: what is the territory? 1014 00:49:56,560 --> 00:50:00,040 what this territory brings or has a potential. 1015 00:50:00,240 --> 00:50:01,380 The second thing is 1016 00:50:01,440 --> 00:50:03,060 sales process optimization. 1017 00:50:03,100 --> 00:50:05,020 understand how does it work with all 1018 00:50:05,140 --> 00:50:06,920 the sales process 1019 00:50:07,860 --> 00:50:10,600 and then they need to define very clear 1020 00:50:10,700 --> 00:50:13,020 the stage qualifications and sales methods 1021 00:50:13,080 --> 00:50:14,200 they need to increase 1022 00:50:14,300 --> 00:50:16,060 if they want to increase 1023 00:50:16,220 --> 00:50:18,220 and you have the incentive compensations 1024 00:50:18,300 --> 00:50:20,220 and campaigns and motivation. 1025 00:50:20,520 --> 00:50:22,220 This is something that 1026 00:50:22,300 --> 00:50:24,460 they need to increase too so 1027 00:50:24,500 --> 00:50:27,360 And it needs to be linked with some 1028 00:50:27,680 --> 00:50:29,420 market support, 1029 00:50:29,800 --> 00:50:31,520 market share, 1030 00:50:32,200 --> 00:50:34,300 market access 1031 00:50:34,840 --> 00:50:38,120 maybe for us, we saw this question 1032 00:50:38,300 --> 00:50:42,520 it maybe is not that difficult to explain 1033 00:50:43,040 --> 00:50:44,720 but in reality, 1034 00:50:45,700 --> 00:50:48,660 the question this attendant had 1035 00:50:48,960 --> 00:50:51,380 maybe it will be very easy to solve that 1036 00:50:51,700 --> 00:50:54,720 but right now, yeah, this is the question I have. 1037 00:50:54,820 --> 00:50:56,980 Let's try to figure it out. 1038 00:50:57,700 --> 00:51:00,300 It's consistent, persuasive, 1039 00:51:00,740 --> 00:51:02,300 resilience, 1040 00:51:02,320 --> 00:51:05,880 contact directly with the marketing team's strategy, 1041 00:51:06,100 --> 00:51:09,180 linked to the strategy, territory, market access, 1042 00:51:09,420 --> 00:51:12,720 and then define the best strategy to increase. 1043 00:51:13,940 --> 00:51:14,920 Ok. 1044 00:51:15,040 --> 00:51:18,600 But be sure that your further steps 1045 00:51:19,620 --> 00:51:23,320 will be very monetized because 1046 00:51:23,520 --> 00:51:25,140 if something happens, 1047 00:51:26,200 --> 00:51:28,060 it happens very badly. 1048 00:51:28,340 --> 00:51:29,740 Ha ha ha! 1049 00:51:30,820 --> 00:51:34,960 No, we don't want anything bad to happen so haha 1050 00:51:35,120 --> 00:51:35,900 Yeah. 1051 00:51:36,220 --> 00:51:40,400 Okay, then we have this one related to KPI, 1052 00:51:40,520 --> 00:51:42,640 It says: do you think that KPI tracking 1053 00:51:42,680 --> 00:51:45,320 is the demotivating factor 1054 00:51:45,380 --> 00:51:48,000 of Field Force for incentive deduction 1055 00:51:48,120 --> 00:51:50,460 on the basis of KPI performance? 1056 00:51:52,020 --> 00:51:55,660 Ooooh! Ha ha 1057 00:51:55,900 --> 00:51:59,980 This is what of the most common misconceptions 1058 00:52:00,340 --> 00:52:02,600 of KPIs and KPI tracking 1059 00:52:03,070 --> 00:52:05,960 Please, Mohamed, what is yours? 1060 00:52:06,120 --> 00:52:09,240 Yes, they look for the KPIs and they say 1061 00:52:09,300 --> 00:52:13,500 "it's a tool to reduce our incentive" 1062 00:52:15,240 --> 00:52:19,560 In fact it is one of the tools to measure 1063 00:52:19,720 --> 00:52:23,440 your progress and advancement in your career. 1064 00:52:23,740 --> 00:52:26,840 Ok? If I measure your performance 1065 00:52:26,920 --> 00:52:30,860 if I measured your development, 1066 00:52:31,020 --> 00:52:34,280 so this means I am looking to 1067 00:52:34,800 --> 00:52:37,120 make you bigger or advance you 1068 00:52:37,900 --> 00:52:41,340 give you a second step, third, fourth, 1069 00:52:41,440 --> 00:52:43,820 but if I left you without it, 1070 00:52:43,880 --> 00:52:46,240 tracking or follow up with you, 1071 00:52:46,480 --> 00:52:49,000 how will I know that you are progressing? 1072 00:52:49,840 --> 00:52:52,920 So the KPIs are very critical 1073 00:52:53,120 --> 00:52:56,180 to track your progress. 1074 00:52:57,200 --> 00:52:58,700 It's added in the incentive. 1075 00:52:58,800 --> 00:53:01,060 If you don't understand it correctly, 1076 00:53:01,260 --> 00:53:04,480 you will measure it wrong 1077 00:53:04,560 --> 00:53:08,360 so it will cause deduction from your incentive. 1078 00:53:08,520 --> 00:53:10,680 But if you understood it correctly, 1079 00:53:10,720 --> 00:53:13,260 and you performed it right, then you will find 1080 00:53:13,280 --> 00:53:15,640 that your incentive will be whole and total. 1081 00:53:15,920 --> 00:53:18,600 No problem with it. 1082 00:53:18,700 --> 00:53:19,620 I like it. 1083 00:53:19,880 --> 00:53:22,720 I think this is the most important tools 1084 00:53:22,820 --> 00:53:26,800 that the companies have in pharma and other ones 1085 00:53:26,960 --> 00:53:29,740 for measure their activity for each employee 1086 00:53:30,040 --> 00:53:30,860 they work together 1087 00:53:31,000 --> 00:53:33,800 because all in any sector 1088 00:53:33,980 --> 00:53:37,660 any sector, event if it's manufacturing whatever 1089 00:53:37,720 --> 00:53:40,580 they have to have their own insight 1090 00:53:40,680 --> 00:53:42,280 their own KPIs. 1091 00:53:42,540 --> 00:53:45,300 Pharma needs to have it. 1092 00:53:45,500 --> 00:53:48,920 Why? And then they need to measure very well, why? 1093 00:53:49,560 --> 00:53:54,460 Because sales force work outside of the company. 1094 00:53:54,660 --> 00:53:56,100 They work in the field. 1095 00:53:56,340 --> 00:53:59,540 How can we control? How can we measure? 1096 00:53:59,760 --> 00:54:02,540 "Control" doesn't mean 1097 00:54:02,660 --> 00:54:04,780 that you need to work 8 hours. This is not the case. 1098 00:54:04,920 --> 00:54:07,040 It's a normal activity. 1099 00:54:07,160 --> 00:54:09,860 If you are on site, yes. 1100 00:54:09,980 --> 00:54:12,420 Yes, all the people see you and 1101 00:54:12,460 --> 00:54:13,920 and see what you do, yeah. 1102 00:54:14,020 --> 00:54:16,520 But in this case, the KPIs 1103 00:54:17,120 --> 00:54:18,680 This is a little different. 1104 00:54:19,420 --> 00:54:22,560 Keep us very strong and believe it 1105 00:54:22,740 --> 00:54:24,880 that if you do the correct work 1106 00:54:25,180 --> 00:54:29,220 your KPIs increase, and then you can achieve very good 1107 00:54:29,340 --> 00:54:32,220 objectives or budgeting, 1108 00:54:32,320 --> 00:54:34,720 whatever the company decided 1109 00:54:34,820 --> 00:54:37,780 but I think it's a very strong tool 1110 00:54:37,960 --> 00:54:43,120 to monitorize our daily activity 1111 00:54:43,380 --> 00:54:47,100 for everyone, from a CEO to the rep 1112 00:54:47,200 --> 00:54:48,620 or medical representative, 1113 00:54:49,600 --> 00:54:52,840 I will add to what Mohamed said about progress, 1114 00:54:52,920 --> 00:54:55,320 you said that the progress 1115 00:54:55,400 --> 00:54:57,240 the company can measure your progress 1116 00:54:57,260 --> 00:54:58,640 but I also would add 1117 00:54:58,740 --> 00:55:01,460 to your personal projects or progress 1118 00:55:01,550 --> 00:55:05,020 let's say because as, like, 1119 00:55:05,160 --> 00:55:08,180 if you're following and completing your KPIs, 1120 00:55:08,310 --> 00:55:10,940 then you can push forward and get better 1121 00:55:11,040 --> 00:55:13,100 and as you, we, discussed before, 1122 00:55:13,480 --> 00:55:16,900 working and being ready, 1123 00:55:16,940 --> 00:55:20,500 no one is born ready, you need to perfect 1124 00:55:20,680 --> 00:55:24,060 and you need to work towards your goals 1125 00:55:24,140 --> 00:55:27,940 and I think the KPIs can help you in achieving that. 1126 00:55:29,460 --> 00:55:32,540 Yeah well I wanted to add something 1127 00:55:32,700 --> 00:55:36,100 because of my experience in Argentina with the Unions 1128 00:55:36,200 --> 00:55:38,980 because I, trust me, 1129 00:55:39,160 --> 00:55:42,080 I know. I know about the unions. 1130 00:55:42,240 --> 00:55:44,140 Long tables with 1131 00:55:44,640 --> 00:55:47,180 the union representatives, 1132 00:55:47,360 --> 00:55:48,540 legal, 1133 00:55:49,060 --> 00:55:51,120 HR, 1134 00:55:51,540 --> 00:55:53,440 business unit director so 1135 00:55:53,640 --> 00:55:56,620 you know, I've been in those candid conversations 1136 00:55:56,700 --> 00:56:00,680 so the way I always try to position this to these guys 1137 00:56:00,800 --> 00:56:03,180 these big guys is that 1138 00:56:05,160 --> 00:56:07,420 the mission I used to have 1139 00:56:07,580 --> 00:56:10,380 with Salesforce Effectiveness which 1140 00:56:10,600 --> 00:56:12,860 I think it's still the same, right? 1141 00:56:13,540 --> 00:56:16,620 But it's, for me, you know SFE is 1142 00:56:16,720 --> 00:56:20,500 having the best in class sales organization 1143 00:56:20,680 --> 00:56:23,660 that achieves targets consistently 1144 00:56:23,780 --> 00:56:25,440 year over year 1145 00:56:25,780 --> 00:56:28,120 by providing tools 1146 00:56:28,120 --> 00:56:29,700 and driving adoption 1147 00:56:29,980 --> 00:56:33,400 of those tools, processes, knowledge 1148 00:56:33,480 --> 00:56:35,280 and with the right behaviors. 1149 00:56:35,480 --> 00:56:39,440 That is the way I position SFE for them. 1150 00:56:39,620 --> 00:56:41,800 And after that, 1151 00:56:42,070 --> 00:56:45,060 performance KPIs, incentives, that's another talk. 1152 00:56:45,280 --> 00:56:49,200 But the important thing is how you position this 1153 00:56:49,520 --> 00:56:51,400 as a solution for the team. 1154 00:56:51,740 --> 00:56:53,480 And not as a police officer. 1155 00:56:53,920 --> 00:56:56,320 Because I know yeah I've been... 1156 00:56:56,420 --> 00:56:57,820 That's why I'm sharing this. 1157 00:56:57,880 --> 00:57:00,860 I've been dealing with with the big guys here 1158 00:57:01,020 --> 00:57:04,440 not with a couple of sales reps or sales manager, no no. 1159 00:57:04,660 --> 00:57:07,620 And at least that's what you know 1160 00:57:07,760 --> 00:57:11,120 what I did many times back in those days 1161 00:57:11,180 --> 00:57:13,700 and at least that was positive 1162 00:57:13,800 --> 00:57:16,580 because even they bought the idea 1163 00:57:16,680 --> 00:57:19,260 and they were... I kept them... 1164 00:57:19,820 --> 00:57:21,920 They were with me, on my side. 1165 00:57:22,500 --> 00:57:24,980 Because they were defending this concept. 1166 00:57:25,120 --> 00:57:27,420 Instead of fighting for something 1167 00:57:27,560 --> 00:57:31,240 because if we measure and get the results 1168 00:57:31,460 --> 00:57:32,660 it will be paid. 1169 00:57:32,800 --> 00:57:35,920 So that, at least that was my approach 1170 00:57:36,020 --> 00:57:37,200 it's kind of, you know, 1171 00:57:37,260 --> 00:57:38,800 it's a specific situation there 1172 00:57:38,940 --> 00:57:41,600 but it's more about how you position this 1173 00:57:41,820 --> 00:57:44,460 and you will be able, 1174 00:57:44,560 --> 00:57:46,860 with green light to go right 1175 00:57:47,070 --> 00:57:51,720 and you know keep doing, tracking performance 1176 00:57:51,880 --> 00:57:54,540 and you know feedback and stuff. 1177 00:57:54,920 --> 00:57:58,380 We have a comment from the audience about this subject. 1178 00:57:58,440 --> 00:58:00,100 It says: it's not control. 1179 00:58:00,160 --> 00:58:04,560 Without KPIs, how can the rep or company ensure they are focused 1180 00:58:04,740 --> 00:58:06,140 where is needed 1181 00:58:06,160 --> 00:58:09,080 or how fast they can correct the track to success? 1182 00:58:09,280 --> 00:58:10,460 Well said! 1183 00:58:10,460 --> 00:58:12,460 Yeah I agree with that. 1184 00:58:12,640 --> 00:58:16,860 I mean, as Lucas said, you don't have to 1185 00:58:17,000 --> 00:58:19,700 see it as a police officer, because 1186 00:58:19,920 --> 00:58:22,480 let's not see it as that 1187 00:58:22,580 --> 00:58:24,420 but it's something that we can correct, 1188 00:58:24,500 --> 00:58:26,520 something that can help, guide us. 1189 00:58:26,720 --> 00:58:30,000 to achieve the goals that are established 1190 00:58:30,080 --> 00:58:31,180 or the objectives or 1191 00:58:31,240 --> 00:58:34,200 whatever it is we want to achieve, right? 1192 00:58:37,660 --> 00:58:41,020 Okay guys, we are two minutes 1193 00:58:41,080 --> 00:58:43,840 away from the hour 1194 00:58:43,920 --> 00:58:45,840 so I will ask 1195 00:58:45,840 --> 00:58:48,240 if you guys want to give a closing remark 1196 00:58:48,280 --> 00:58:51,380 regarding the subject and the talk show 1197 00:58:51,460 --> 00:58:53,780 or a closing remarks maybe 1198 00:58:53,880 --> 00:58:56,960 even regarding to KPIs, Lucas, 1199 00:58:58,560 --> 00:59:01,780 What I, if you want me to share something, 1200 00:59:01,880 --> 00:59:03,740 I think that um you know 1201 00:59:03,880 --> 00:59:05,980 I don't know if this happens to you, okay? 1202 00:59:06,110 --> 00:59:08,720 To all of you, the audience as well, everyone 1203 00:59:08,900 --> 00:59:12,340 but sometimes when I'm trying to challenge the status quo, 1204 00:59:12,500 --> 00:59:15,200 and I want to come up with new ideas 1205 00:59:15,310 --> 00:59:17,880 I don't find time because 1206 00:59:18,000 --> 00:59:21,640 usually I'm dealing with many deadlines and meetings and requests 1207 00:59:22,120 --> 00:59:25,840 and it becomes a sort of a frustrating situation 1208 00:59:27,260 --> 00:59:31,280 I think that collaboration is key. 1209 00:59:31,680 --> 00:59:34,440 And so my offer 1210 00:59:34,700 --> 00:59:38,640 to you, to everyone here in this session 1211 00:59:39,110 --> 00:59:42,240 is feel free to reach out to me if you want discuss 1212 00:59:42,300 --> 00:59:44,560 or do some sort of brainstorming on 1213 00:59:44,640 --> 00:59:46,980 how to elevate sales excellence 1214 00:59:47,460 --> 00:59:49,680 I'm happy to share my background, 1215 00:59:49,720 --> 00:59:51,720 my ideas and my approach 1216 00:59:52,100 --> 00:59:55,280 And thanks again to 1217 00:59:55,360 --> 01:00:00,000 Stefan, Juliana, Nuno, Mohamed, to the team here 1218 01:00:00,140 --> 01:00:03,680 Thanks to the audience as well. 1219 01:00:03,860 --> 01:00:06,380 It was a pleasure. 1220 01:00:06,520 --> 01:00:10,320 And I hope you got at least one idea from this session. 1221 01:00:10,580 --> 01:00:12,300 And that you can test it 1222 01:00:12,420 --> 01:00:15,020 in your organization and, you know, 1223 01:00:15,340 --> 01:00:19,180 I'm open to support you in your endeavors. 1224 01:00:19,780 --> 01:00:22,400 Thank you, Lucas, oh guys 1225 01:00:23,020 --> 01:00:26,400 follow Lucas, look for Lucas, and be friends 1226 01:00:26,520 --> 01:00:28,220 connect with Lucas. 1227 01:00:28,460 --> 01:00:31,140 Mohamed, what about you? 1228 01:00:32,340 --> 01:00:35,940 Yes, end of this session I'd like to 1229 01:00:36,000 --> 01:00:37,100 to thank you for your time. 1230 01:00:37,200 --> 01:00:40,620 I've enjoyed it. A lot of insights added for my experience. 1231 01:00:40,860 --> 01:00:45,660 I hope I haven't been a heavy guest, 1232 01:00:45,740 --> 01:00:46,760 as they say. 1233 01:00:48,500 --> 01:00:49,840 Thank you for your time. 1234 01:00:49,900 --> 01:00:52,780 I hope we can meet on another time also 1235 01:00:52,880 --> 01:00:56,780 to increase our interaction and increase our experience. 1236 01:00:58,280 --> 01:01:00,880 Thank you, thank you. Nuno? 1237 01:01:01,380 --> 01:01:03,580 Yeah the same to me yeah. 1238 01:01:03,700 --> 01:01:06,820 I would like to repeat some words 1239 01:01:06,960 --> 01:01:11,180 in terms of the events from today 1240 01:01:11,300 --> 01:01:14,380 Salesforce Effectiveness, I would like to summarize it 1241 01:01:14,400 --> 01:01:15,620 as a comprehensive approach 1242 01:01:15,720 --> 01:01:19,440 that involves much strategy, 1243 01:01:19,680 --> 01:01:22,240 tools and practice that can... 1244 01:01:22,460 --> 01:01:24,920 that are willing that the companies, pharma or whatever 1245 01:01:25,240 --> 01:01:28,180 increase revenue and business growth yeah 1246 01:01:28,540 --> 01:01:30,220 So this is what it is, yeah. 1247 01:01:30,340 --> 01:01:33,160 This is the companies' methods to achieve results 1248 01:01:33,550 --> 01:01:36,300 with some complex requirements. 1249 01:01:36,560 --> 01:01:40,660 So thank you so much for the invitation. 1250 01:01:40,780 --> 01:01:42,900 It was a very pleasure being here 1251 01:01:42,980 --> 01:01:44,680 speaking, exchanging and then 1252 01:01:44,820 --> 01:01:46,980 and sharing some opinions. 1253 01:01:47,100 --> 01:01:50,080 If someone else wants to contact me, 1254 01:01:50,180 --> 01:01:53,000 maybe you can share my contact details, email details, 1255 01:01:53,220 --> 01:01:55,000 and then we can move forward. 1256 01:01:55,120 --> 01:01:58,440 Thank you so much and I hope we speak soon. 1257 01:01:58,640 --> 01:02:01,000 Thank you. Thank you everyone. 1258 01:02:01,180 --> 01:02:05,740 Thank you, nice attendees, and don't forget to follow our speakers. 1259 01:02:05,980 --> 01:02:09,180 I hope to see you all on our next episode of Pharma Insights. 1260 01:02:09,280 --> 01:02:11,620 Bye! Bye!