Hello everyone! And welcome
to a new episode of Pharma Insights
the talk show brought to you by Platforce.
My name is Juliana Kreisel
and I will be one of your moderators today.
As you may already know,
know our aim with this series is
to connect professionals from all around the globe
in order to create a community
based on exchange, network,
and meet colleagues from everywhere
and, if we have the chance,
why not create new businesses and deals.
In this episode, we will explore...
we will talk about
Salesforce Effectiveness.
From understanding key components
to mastering metrics and kpis,
our expert panel will delve into all aspects
of Sales Force Effectiveness
in the pharmaceutical and life science industry.
So, in order to start this show,
let me introduce my co-host and moderator for today
Stefan Repin
He is the Head of Marketing here at Platforce.
Hi, Stef!
Hey, Juliana! How are you? How's it going?
I'm good. I'm good. I'm happy.
I'm so ready for this event
and I'm sure our attendees are as well.
Oh I bet. They were born ready
um I don't know haha
I aim to be good at my tasks and job haha
and I aim to please the audience so, guys,
ladies and gentlemen, if you're here
if you want to give questions,
it's an "ask me anything" session so
you can ask right away in the comments
and we'll take your questions right away.
I'm really pleased to have our wonderful guests today.
We already had a little bit of a warm up.
I used for the warm up
this magical book called "The Omni Advantage"
by one of our guests.
Her name is Mehrnaz Campbell.
So shout out to Mehrnaz!
I saw pictures from the Next Pharma Conference
and she signed some books today and yesterday
So let's get started.
I'm really waiting to start the talk show.
Great! So then I will introduce our amazing panel.
First we have Lucas Horvat. I'm sorry if I mispronounced it.
I've been practicing, but you know.
Hi, Lucas. How are you doing today?
Hi, guys! How are you?
Thank you! Hi, Juliana, Stefan, Nuno and Mohamed.
And hello to our audience.
I'm Lucas Horvat. I was born and raised in Argentina
but recently moved to Canada.
I have more than 15 years business experience
in Pharma, biotech, medical devices...
and most lately in diagnostics.
Regional roles in
well-known multinational companies.
I've also created a startup company
back in 2016,
that delivers Healthcare solutions
to patients, let's say,
non-traditional solutions
and also worked as a
pharmaceutical marketing professor
for eight years at the University in Argentina.
Nice!
Thanks for inviting me to the session.
I'm really excited to share and discuss here
sales force effectiveness with everyone.
Ok, thank you!
Thank you, Lucas. Next we have Mohamed.
Hello, Mohamed. How are you doing today?
Hello! How is everything going? I'm fine.
I'm very excited actually to be with you here today.
I'm very thankful.
My name is Mohamed Bakr. I'm from Egypt.
I'm a pharmacist. I have experience of
around 9 years in pharmaceutical sales
sales with around five years in SFE positions.
Sales Force Effectiveness.
I'm hoping will benefit from this show today with you
and also have more insights.
Thank you.
Thank you. Thank you.
And last but not least we have Nuno Melo Moreira.
Hello, Nuno. How are you?
Hello, good afternoon to everyone or good morning.
It's a pleasure to be here here yeah
and exchange some ideas, some knowledge.
I have 27 years old in terms of the pharma,
biotech and medical devices experience.
The region I've been familiar with is
Latin America, UK, Europe,
and some countries in the Middle East,
like GCC.
I've been working as a
Top Global of 10 and 20 companies
pharma companies
and right now I'm working as
a consultant, executive managing consultant in UK.
I'm based in UK.
And then I deliver services for some
goof companies in terms of Biotech, medical cannabis,
Pharma, otcs, nutriceuticals,
these areas that I have delivered very good results
for the companies I worked for
in terms of sales and business development, marketing.
Nice. Nice.
Thank you all for being here
and thanks our audience for also being part of this event.
Without you, we will not be able to make it.
I just want to remind everyone
that if you have any questions
or comments you can leave them below
in the comment section
and as always we will bring it up to the panel.
So without any further delay, Stef,
how about we start this session?
Yes so hey hey
everyone, hello dear audience.
I was reading this book on my free time
It's called "The Omni Advantage"
there's an opening quote that I like to read
Speaking of unrealistic expectations,
Pharma marketing mainly uses share of
voice coverage and frequency of contact as KPIs.
But accordingly to this Takeda,
in a bold move for the market switched to a
regional account director model in 2003,
at the time when Sheriff voice was the only known approach
and in the face of much skepticism,
they decentralize their marketing budgets
and the decision making
to gain faster Market access.
In a relatively short period of time,
the company achieved exponential growth
so my question would be... well in fact
we warmed up a little bit before the live session
and my question for all our dear members,
for Nuno, Lucas, Mohamed was
how are they..? how do they see
in their markets that they're covering how do
they manage like Effectiveness, right?
How do they measure Effectiveness?
Whoever wants can start with this question.
With inputs.
Yeah, go. Go ahead.
In the pharma business we have some
several models
that the pharma...
Maybe we adapted, yeah?
One of them is Sales Force Effectiveness
in terms of the CRM
Return of the clients and return of investment.
Yeah maybe you can
have some linkage between the three of them.
and then the other thing is
change the way we can approach to the market.
The example you say right now
is very familiar for me here.
They had a very good success
several years ago
and then some other
companies not like big one like Takeda but
other ones, they try to follow the same model
same model yeah I saw many things in UK
and I saw many change so what they did?
More responsibility,
increase naturality of the product
and then give more decision makers for each one
but before they do that
they went to the
huge and training in UK in EU.
They delivered this type of Professionals in the market.
with the linkage with strong software.
Softwares
developed for the company and the other ones
softwares from the internal.
This is what they the positioned
and yeah.
Today some companies use the same model in UK.
Awesome. How about your markets?
Mohamed? Lucas?
So we were just talking about very interesting topic
about like how does it work
that in let's say in the Middle East
you focus more on results
against in the...
let's say in Europe you focus more on influence,
and on results less.
Actually...
Can you give some insight into this?
Yes, in Middle East we focus
on a term I would like to use
"360° Focus", okay?
We look in the whole directions.
If you focused on the Medical Rep,
you focus on his training, okay?
You invest in that Medical Rep
in his training, in his knowledge
medical knowledge,
product knowledge,
all of this ensure his... Make exams to ensure
his proficiency in this issue or in this subject.
Then you focus on his sales.
Either quantitative or qualitative,
according to the company strategy.
Also you focus on his training.
How is he using his communication skills?
All of this.
Then you look... This is part
of the focus, if you focus on the Medical rep.
You can focus also on the customer himself.
Or the physician, for example
You look...
Either we are investing in him,
how much do we invest?
How many Medical Rep follow up with him?
What's our ROI from this issue?
Are we benefiting?
the company's profiting from this
business relationship?
Or are we just....?
We call it a "friendship", not business relationship.
which is very bad for business, a friendship
when it exceeds its results
Okay?
Cool. Lucas, here he's from the world of medical devices
Lucas, you were mentioning something
before the talk,
which I found really like peculiar, really interesting.
Could you..?
Yes, of course.
When we think through Omni Channel,
usually it's how we approach
or which are the points of contact that we have with the customer.
could be a patient, could be a physician,
depending on the industry.
And in some way measuring that
I think it's okay, we have the tools, right?
We can discuss for hours and hours
about the KPIs, right?
There is no magic KPI and it will depend on,
as Nuno mentioned, right?
industry, market,
the way, you know,
the way we play in this market
so every company is like a whole world.
So it's kind of difficult
at least for me, to share the magic recipe here.
But what I wanted to share as well
is that, you know, there is a concept
that I've been using not only here
but in the last at least
I don't know, six to eight years,
is the concept of "commercial effort".
"Commercial effort" being the, you know,
all the investments that the company does
in order to approach the market.
So let's say generating demand,
and achieving
you know ultimately we'll be achieving sales targets.
By doing this,
we are also considering not only commercial
but also marketing, medical departments,
operations,
so, you know, because
everyone needs to be aligned on this patient-centricity concept.
And it's not only just the sales rep
it should be the entire company.
In some way I think
like an idea here could be
that trying to readjust the working system
or the operating system
that the company has
in order to be able to
align to the, let's say, to the trends
or the market, the way the market...
because the market changes, right?
People changed, Market changed, you know.
Post-COVID things changed,
so we also need to adapt
and so maybe adapting this working system
we also be able...
we'll be able to deliver the best
product solutions and even try to have
more... to broaden up the access for the patients
So it's not only about
the sales reps activities
but also about how the company behaves
and how the company interacts with the customers,
internally and also with the external customers.
Yeah can I have...
one more comment?
because we spoke here about some very interesting things.
One of them it was from Mohamed and Lucas,
and then I would like to add one on top of that
All the CRM system we had approached to the market
requires
360° Vision like here in UK, in Europe
we work like with a holistic approach
everything is important
like in the middle of us yeah.
It's important to share this information
because what we learn
and what we teach in training
the salesforce and the sales directors
is like okay everything you can see
is important to be part of the tools
that can bring you research and results yeah.
I think that it is important to share this information.
Thank you. Thank you. We have a question for the panel.
but I cannot upload it to the screen.
We are going to try to make it.
but the question is from Mina
She says "Hello I'm from Egypt too Mohamed"
I have a question for the whole board
regarding Medical Rep being a suitable carreer option.
Do certain personalities fit this job more than others?
If so, what exactly makes them better?
Who wants to go with that?
That's a huge question haha
Mohamed, it's all yours haha
She's asking for me, she's saying "for Mohamed"
haha you've got a fan!
Mohamed, you got a fan!
She's form Egypt!
Ok, Medical Rep job, yes, it fits for everyone.
But some people have more
capabilities or are talented from the start.
But everything you can learn.
There's nothing that's only talent.
Otherwise, all of us will be staying at home,
We won't be working.
Everything you have to learn.
You have to study.
Otherwise you will stay where you are.
We are born not ready like Juliana,
we are born to learn.
haha I'm not "born ready" haha
Medical rep yes, it's suitable for everybody
but we need to to make some efforts, okay?
We need to study, we need to train.
We need to take it seriously.
It's not for fun, it's not easy
but it has a lot of
challenges and benefits also.
It helps to improve your character, improve your personality.
And also it will give you a lot of experience.
So that's my short answer for this question.
It's a very huge one, I can't answer all of it.
Can I add something? Can I add something?
Yes, please!
So the way I see this is
because I was sharing this previously, right?
So the market changed.
There were some improvements.
Even our customers are now millennials,
instead of baby boomers,
so that's also
it's really important the way we approach, right?
and when we think about the medical sales rep
or you know pharmaceutical sales rep
or whatever says rep on the healthcare,
life sciences industry.
I think an important
let's say idea or concept would be
trying to move
from the sales rep
to a territory business manager mindset.
It's like owning the territory in which you are
and trying to
as you mentioned Mohamed,
try to learn, trying to get the skills
knowledge
and behaviors that you will need
to excel in that territory.
You know? So it's not only being accountable
but also the owner
and by owning you will be in the need of
more training, asking questions,
using the tools that we have in place
commercial processes, commercial tools
CRMs, maybe you have dashboards,
you have KPIs, lots of things.
Usually in the companies that I worked for
there was a huge investment on tools
and processes
and sometimes
the sales rep gets overwhelmed
because there is too much and they need to sell
So they need to be doing the...
the fronting, being in the front.
So I think maybe something everyone can
try to you know use
as a way of let's say
a disruptive way of thinking is
How can I turn from a sales rep
into a territory business manager?
That's interesting.
Actually, Lucas, I can
take from you, from what you said.
This is our burden as SFE.
To help facilitate,
introducing all the tools,
the knowledge, and the training
for the medical rep to facilitate their owning of the territory.
Ok? For example,
you said he is overwhelmed.
I don't need to overwhelm him with a complicated CRM.
His Daily Report concerns of
coverage, frequency, how to perform it,
it shouldn't be complicated.
It should be simple so that he can perform
in seamless time or smoothly.
We have another question from the audience.
From an attendee. He says:
Is the KPI is linked with the
incentives calculation? Secondly,
KPI is dependent on performance evaluation of MR?
Means 60% coverage and frequency
and 40% KPI's evaluation is on sales revenue contribution.
One second, let me see oh
There you go, thank you.
Can I say something more theoretical?
because I don't use, you know,
currently I don't use that many KPIs like this.
But theoretically
one thing is you need to define
the behavior you're looking your sales reps to have.
So it's very difficult to
at least for me, say if it's 60,
40, or how you're weighting right your KPIs
in order to drive behavior but you need to
first of all you need to define
which behaviors you want to drive right
and then try to understand the weight of those KPIs.
Can I add something?
Yeah, yeah please.
For this type of question,
what I saw here, depends
what is the main objectives of the company
in that region or territory
because in that case maybe
they are willing to increase or grow in the market share
in terms of contacts, ok?
Maybe it works
or only they are willing to increase results
with existing clients.
That doesn't mean that all the data that receive it right now
this question is a little different.
So it will depend on each company
for each region and each time of the year
they will provide you
the Strategic Direction they want to move forward
and then if they tell you, okay
"we need to increase the penetration of the market"
the market share
so we need to find around 50% more new opportunities,
clients, or whatever, or doctors.
So they change.
But the second quarter or third quarter,
what we need to do is
the existing clients what you need to do is
increase the sales for existing clients.
Our coverage is 100% or 90%
but our turnover is very high
So yeah this is a question but we have some some issues.
One of them is we needed to measure
first the customized lifetime value
because you need to understand
how many visits you give these clients, yeah?
And then understand if these client
are willing to bring us or deliver us the results
that we expect for them
and how long we need to expect this time.
And you have all other priorities
like pipeline, velocity,
understand what is
our proposition in terms of our report
and our approach to the doctors,
what is our priority i the products,
and customer satisfaction.
What do we mean by customer satisfaction?
Work very well with the otcs and then with our potential clients.
business to business,
doctors in some cases, or pharmacist
or sellers, it depends on the position.
Ok, yeah.
Regarding this question,
Yes, regarding this question,
first the incentive is
the motivation for the Medical Rep
and its calculation differs from company to company
to another company according to its strategy.
Sometimes there is a company
solely focused on sales
so it's 100% on sales
no need for coverage frequency
wherever you get the sales it's fine.
Sometimes it's 80% sales 20% KPIs
the percentage differs according to the company's strategy,
but the main goal of the incentive is motivation.
whatever it's way of calculation
it differs according to the company.
Right, thank you. Guys...
Sorry, Nuno, you want to...
Yeah, that's correct. What we needed to do first
before doing something is
understand what is the company's
vision and strategy for that period of time
and then build our strategical plan
with the help of
the supervisor or the sales manager
or whatever, yeah.
And then we can build the plan.
Nice. We have another question for the panel.
Let me show you.
It's from Marwa saying
Hello everyone.
I'm really happy to see you all.
My question is what tools should I master
to take my step from MR to SEE supervisor?
I'm sure it's SFE not SEE haha
Yes, SFE!
Who wants to take that question, guys?
One case...
Go ahead, go ahead.
This is a very good question yeah.
This is one million question haha
Well, can I start?
Yeah, please.
Sorry, well...
The first thing is understand if
the company you are working right now or you're going to work
if they have a
growing plan in a couple of years.
If they have growing plan maybe they have
a new position open in a couple of years.
This is the first thing.
The second thing is
be prepared
and show to the company
with your results,
attitude,
positive thinking, training
and passion
and ambition
learn and show to the company,
or show to your boss,
your first line of directors or whatever
show them that you are willing
to grow inside of the company
and yo want to move forward
and you have skills and knowledge to learn more
and bring your knowledge to the company
and deliver results to the company, yeah?
The company you work right now.
This is the first step I think you need to...
to understand. The other thing is
if the company doesn't give you
what you're looking for
because they are not in plan to grow,
what you need to do is look for other opportunity
outside of the market yeah
outside this company or wait
but I think the most important right now is
to have this type of attitude, this type of behaviors,
bring results, learn
and show your
availability or skills to manage the team
or go to the marketing team forever.
You need to show them that you are willing to do that
because we need to understand
and then they need to see in you
you have the skills or the requirements
they're looking for in this type of position.
It's not simple, you know.
Ideally...
You need to do this...
There's no formula.
Sorry, yes.
It's well said but I'll be a little bit biased with this one
because the name is Middle Eastern
so I believe she's aiming for
something in our company
our region actually.
SFE mainly in the Middle East is based on analysis.
Analysis for a lot of data,
either from marketing from sales, from marketing, from commercial,
medical science liaisons,
also field trainers, coaching reports,
all of these, okay?
Analytical thinking is
one of the basic tools or skills
you have to master to be SFE,
or to be involved in SFE.
This is a Middle East purely.
I don't have much experience outside the Middle East.
Okay?
Also know that SFE is a department,
multi-Department, which means
part of the marketing, they have to make analysis
for the targeting, segmentation, positioning of a new drug.
for example, okay?
The Medical Rep or the sales team
they have to make analysis and forecasting for
the future sales, according to the current
and the previous history of sales
and also comparative
comparative planning with other companies,
like I don't know if I can say IQVIA sales
or something like this, okay?
Whatever the way, the main basic skill in this issue
is analytical thinking.
This will help you to acquire SFE easier
in the Middle East.
I hope this answers for the question.
Great. Actually we have a quite participating
participating attendees so...
Can I just quickly share a different approach?
which may... I think it could be some... you know
because I tend to be very practical with things.
So first of all in, you know,
I think this question was pointing on tools, right?
But first of all, first of all,
my first recommendation will be
ask for both of them to understand
what is expected from the positions.
Start from there
because you will have something written down here
and you will compare, right? first of all
to understand where you need to focus
and because it's not only tools
as Nuno and Mohamed mentioned,
it's not only tools it's also skills,
knowledge, business acumen you have to have
to consider here
and SFE has lots of tools and processes
as you mentioned, segmentation,
targeting, sales enablement, performance assessment,
training and development,
I think there is one
that you could leverage if you
if you gain more experience on this
and it's called "being the voice of the field"
Being the voice of the field in my opinion
is translating commercial information
into insights to the rest of teams,
so marketing, finance,
operations, medical, even the general manager,
whoever needs information from the field.
But translating this
it's something that could be let's say
the next step, right?
instead of just thinking of tools,
it's more about how you approach
and how you add value to the team, okay?
because that's more or less
what SFE should be doing here
not only providing reports and that stuff
but more translating that into actionable items.
And so that's, you know,
just a different approach but a way of trying
to be more practical let's say and
something you can apply you know
starting tomorrow.
I like it.
Let me post a question from George.
It says: from your experience,
what metrics have you seen that actually
moved towards SFE excellence?
and do you have any examples of
of role model SFE teams?
Who wants to tackle that? Lucas? Nuno?
Mohamed?
What I can say about this
is again there is no magical recipe.
and it's that...
It will depend on, I think we shared this previously,
that you need to think how your company operates,
the market in which you play
how you want to play in that market
So get, you know, to build your strategic priorities
After that you will be able to
start having conversations with
your commercial team, with the general manager,
marketing, you know, or
try to understand which are the...
the metrics that you need.
But there is no, at least in my experience,
There is no magic recipe here.
It's more about trying to align with the strategic priorities
that the company has
so you need to drive lots of conversations there.
and you need to understand exactly
what the company wants to achieve
in the short term, midterm, even the long term
because you mentioned the role model,
So a model is something that should be
consistent, right?
throughout you know at least in my opinion
five years, right?
you need to think about
maybe it sounds a little uh let's say
repetitive but things about
Mission, Vision, right?
but if you apply those to the SFE department
it's something that could be useful as well.
I believe... I want to add something uh
I believe SFE main task in this issue is
to improve the excellence
that we are
a communication link, okay?
All the time, almost all the time, we have
a fight going on between marketing and sales.
Because of lack of...
haha Mr. Lucas understands what I mean
because of a lot of miscommunication,
lack of communication causes a lot of fights
between the two departments.
The SFE is a linking...
A linking chain in the middle, okay?
It helps to deliver the message
from the marketing team to the medical reps
and give feedback to the marketing team
from the sales team, okay,
to facilitate the communication, so reaching a better performance.
This is just...
Great!
Okay yeah I can have some...
Please!
So yeah, what we talk about
I agree 100% yeah
but in terms of the... First of all,
what you needed to understand is
what is the strategical vision
that the company has or the importance
that the company has for the CRM or tool
linked to the marketing strategy
because in some cases the marketing strategy
doesn't look very well with the sales force effectiveness
And what means "salesforce effectiveness?"
for this type of the question
Does it mean that all the tools we have with us
we need them to deliver the performance results
to the internal and external clients yeah
External clients is our first line of clients.
This means it's
pharmacist or GPs, doctors, whatever.
And the other thing is internal line
that you need to understand that
the alignments between marketing and sales
are linked correctly
and then
Lucas and Mohamed
shared one thing it was that
needs to have the connection between
the both together that can achieve very good results.
and then we need to collect the data from our clients
and then bring this data, deliver this
to the marketing team so that all the marketing strategy
and sales force effectiveness
or CRM results bring to the company like
normal, yeah, this is something
It's maybe a complex way but this is this it.
One aspect, just...
let's say, again trying to share
a practical tip here is
we discussed the mission, right,
Mohamed talked about the mission of SFE, right?
Why is their SF in a company?
Why do we need that?
The vision I can share with you that I had
for many years and is that my vision for SFE
is to become the preferred business partner
for your key stakeholders.
So you can build upon that
after that you will... but you
need the mission and the vision, right?
and then you will understand how
how we should be modeling this.
Instead of just sharing a model,
I can share with you this, right? the critical thinking
process about that.
Okay.
Someone wants to say anything else?
or we move to the next question?
OK, next question.
We have from... here.
Let me post it, okay.
As we are now getting on to the era of virtual medical rep,
could you illustrate what are the non-sales KPIs should be enlisted?
Someone...
Non sales KPIs... I believe this is...
There's no. It doesn't exist yeah
yeah haha
It does not exist yet for the real world.
It...
because... if it doesn't make sense
We cannot do it, we cannot do it yeah
In the company we say, there was an old saying
"If sales is fine everything is fine"
haha ok ok
And if sales is not fine? haha
Yeah, but usually sales is not fine,
that's why we have a job, right? haha
But just three bullet points here
on non sales kpis for a virtual rep,
a couple of years ago when I was working in
a Pharma and medical devices company,
I've created a virtual medical project
a virtual medical sales rep project
I had an some issues there because of the Unions
because the Unions in Argentina are very difficult
and so it was an issue there
but we came up with you know
sales and non-sales KPIs
what I can tell you is you need to understand
what you need to measure from this virtual
Medical Rep in order to understand
if he's or she's performing at, you know,
well, right? So...
But you need... This person needs to
to be tracked on skills,
on knowledge, product knowledge,
if they are using the tools
let's say you have an interactive pdf,
so if this person is using this
during the meeting or not.
There are tools that you can measure
if they are using and how long they are investing on each page
of this PDF for instance,
or material that you have
if they are sending an email with materials
or with follow-up questions,
if the behaviors they have
also if they are using the CRM, are they reporting the calls?
how they are... how and which kind of
quality do the pre-call plans have?
Are they preparing themselves well for those meetings?
So some of the... Some ideas, right?
Ok, I like it.
In our days, digital
format or digital social networks,
approach to our first line of the client,
and this is sales analytic and metrics.
This is the first line that the company
understands the behaviors of some reps,
and sales directors and key account managers.
Why? Because they understand very well
how can they interact with the social networks
interact with the digital tools that the company provides them.
to give the correct information
or deliver the correct message
to the HCPs or doctors, now the first line of the client
and then are willing to provide on long time
this is real long time
It happened
some 6, 7, 10 years ago
on time
they received the followup and the feedback for their messages
and then they collected these data with themselves
and then they see it if it is
this type of message, information
are delivered successfully or not successfully.
This is a first measure sales analytics and metrics.
No one's known in terms of Sales Force.
First line, because we don't tell them.
But this is what it is.
ha ha ha ha
Ah, okay.
Can I have more...?
Yes, please.
Hello? Yes!
Regarding the virtual med rep,
in conclusion he's a Medical Rep.
So he will have the same, almost, the same
job description than a regular Medical Rep
He has to make a call with a KLO or a customer,
He has to take feedback,
He has to make him prescribe his drug
or use his medical device
whatever the company,
so I believe it will be almost the same.
He has to make coverage for his list,
with frequency of engagement,
What else?
His ROI, the sales coming from them.
That's correct. That's correct.
Because, like you said, the difference is today we have digital tools
that some years ago we didn't have them.
And then, because it's important to share,
in our days, with so many companies here
try to adapt it
every day, every cycle, or every quarter,
to adapt it for these new tools
for their... bring the results.
This is not easy.
You know, this is very difficult in some cases
because we try to call, contact
directly our client, yeah?
And our client is very high professional client.
You know, so okay.
Ha ha great.
Moving on, we have another question. One second.
Using AI, how we can transfer
CRM tool of analysis to tool helping on taking action?
Yeah.
Yeah, I can start, yeah.
Yeah!
Give me only one minute.
As I told you,
some couple seconds before,
some companies, the majority of the companies
they are to adapt it in our days
for these new tools of AI
and other ones in digital format
Because
who will be using the AI?
AI or whatever artificial intelligence.
Normally is the research companies
that are willing to move forward, yeah?
In Pharma,
they are trying to implement these good methods.
But
they have a lot of
data they needed to collect in only one report.
This is not easy
but they try to do this, they try to adapt it.
But it's something that they are willing to do.
And they do it.
Ok, someone else wants to add something?
Lucas?
What I wanted to share
is umm
This is... In some way this is new.
This is like a trial.
In my experience I'm not so familiarized
because of
my company's policy on AI.
But what I can share is that
if you want to investigate more
and deeper on this
This is a concept of Industry 4.0.
Ok? If you look, if you go to Google
and you search for "industry 4.0"
This is digital transformation.
And maybe you can search about how this applies
to Pharmaceuticals, medical devices, or whatever
healthcare type of company you're working for.
and then you can get also
some info on how to apply this.
Maybe Mohamed has more insights to share.
Those were my two cents.
That's okay, That's fine. Thank you.
Actually you can use AI as a tool
If you want to replace CRM analysis with AI,
I believe it's difficult without your own knowledge.
Let me give an example.
If you take an analysis and give it to the AI 4.0
and then it came up with a decision
Do you agree with it or not?
Are you familiar with it saying something right or wrong?
You have to analyze it by yourself
so that you can know that it's a right decision.
Or it's not, I don't mean the right decision,
If it's suitable to be used in your environment.
Ok, ok.
So using totally or depending totally
on AI in the current stage
I believe it's a little bit... It will take more time.
You have TO by yourself first yeah.
This is something that we talked about.
We need time to adapt it.
Yeah, we have another comment
from the audience saying
SFE contribution in sales growth,
we routinely take a 2% contribution
by increasing engagement and brand addition per customer,
increasing outcome of campaign,
What do you add in this?
I can see Mohamed reading
the question.
I'm very expressive actually haha
Ha ha, who wants to tackle the question?
Lucas? Nuno?
Yeah let's...
I need more explanation for this question.
Yes, we need more details.
Okay.
This is what it is. If it's a question let's try to figure it out.
Ha ha well yeah
Then SFE... contirbution...
Does he talk about his company?
Or...?
or I don't know.
Please give us more background information.
What kind of tools?
Or what kind of incomes
we would have to increase maybe
for some outcome in campaigns?
First we need to measure very well the KPIs.
What are they looking for?
The second thing is try to analyze
with territory management: what is the territory?
what this territory brings or has a potential.
The second thing is
sales process optimization.
understand how does it work with all
the sales process
and then they need to define very clear
the stage qualifications and sales methods
they need to increase
if they want to increase
and you have the incentive compensations
and campaigns and motivation.
This is something that
they need to increase too so
And it needs to be linked with some
market support,
market share,
market access
maybe for us, we saw this question
it maybe is not that difficult to explain
but in reality,
the question this attendant had
maybe it will be very easy to solve that
but right now, yeah, this is the question I have.
Let's try to figure it out.
It's consistent, persuasive,
resilience,
contact directly with the marketing team's strategy,
linked to the strategy, territory, market access,
and then define the best strategy to increase.
Ok.
But be sure that your further steps
will be very monetized because
if something happens,
it happens very badly.
Ha ha ha!
No, we don't want anything bad to happen so haha
Yeah.
Okay, then we have this one related to KPI,
It says: do you think that KPI tracking
is the demotivating factor
of Field Force for incentive deduction
on the basis of KPI performance?
Ooooh! Ha ha
This is what of the most common misconceptions
of KPIs and KPI tracking
Please, Mohamed, what is yours?
Yes, they look for the KPIs and they say
"it's a tool to reduce our incentive"
In fact it is one of the tools to measure
your progress and advancement in your career.
Ok? If I measure your performance
if I measured your development,
so this means I am looking to
make you bigger or advance you
give you a second step, third, fourth,
but if I left you without it,
tracking or follow up with you,
how will I know that you are progressing?
So the KPIs are very critical
to track your progress.
It's added in the incentive.
If you don't understand it correctly,
you will measure it wrong
so it will cause deduction from your incentive.
But if you understood it correctly,
and you performed it right, then you will find
that your incentive will be whole and total.
No problem with it.
I like it.
I think this is the most important tools
that the companies have in pharma and other ones
for measure their activity for each employee
they work together
because all in any sector
any sector, event if it's manufacturing whatever
they have to have their own insight
their own KPIs.
Pharma needs to have it.
Why? And then they need to measure very well, why?
Because sales force work outside of the company.
They work in the field.
How can we control? How can we measure?
"Control" doesn't mean
that you need to work 8 hours. This is not the case.
It's a normal activity.
If you are on site, yes.
Yes, all the people see you and
and see what you do, yeah.
But in this case, the KPIs
This is a little different.
Keep us very strong and believe it
that if you do the correct work
your KPIs increase, and then you can achieve very good
objectives or budgeting,
whatever the company decided
but I think it's a very strong tool
to monitorize our daily activity
for everyone, from a CEO to the rep
or medical representative,
I will add to what Mohamed said about progress,
you said that the progress
the company can measure your progress
but I also would add
to your personal projects or progress
let's say because as, like,
if you're following and completing your KPIs,
then you can push forward and get better
and as you, we, discussed before,
working and being ready,
no one is born ready, you need to perfect
and you need to work towards your goals
and I think the KPIs can help you in achieving that.
Yeah well I wanted to add something
because of my experience in Argentina with the Unions
because I, trust me,
I know. I know about the unions.
Long tables with
the union representatives,
legal,
HR,
business unit director so
you know, I've been in those candid conversations
so the way I always try to position this to these guys
these big guys is that
the mission I used to have
with Salesforce Effectiveness which
I think it's still the same, right?
But it's, for me, you know SFE is
having the best in class sales organization
that achieves targets consistently
year over year
by providing tools
and driving adoption
of those tools, processes, knowledge
and with the right behaviors.
That is the way I position SFE for them.
And after that,
performance KPIs, incentives, that's another talk.
But the important thing is how you position this
as a solution for the team.
And not as a police officer.
Because I know yeah I've been...
That's why I'm sharing this.
I've been dealing with with the big guys here
not with a couple of sales reps or sales manager, no no.
And at least that's what you know
what I did many times back in those days
and at least that was positive
because even they bought the idea
and they were... I kept them...
They were with me, on my side.
Because they were defending this concept.
Instead of fighting for something
because if we measure and get the results
it will be paid.
So that, at least that was my approach
it's kind of, you know,
it's a specific situation there
but it's more about how you position this
and you will be able,
with green light to go right
and you know keep doing, tracking performance
and you know feedback and stuff.
We have a comment from the audience about this subject.
It says: it's not control.
Without KPIs, how can the rep or company ensure they are focused
where is needed
or how fast they can correct the track to success?
Well said!
Yeah I agree with that.
I mean, as Lucas said, you don't have to
see it as a police officer, because
let's not see it as that
but it's something that we can correct,
something that can help, guide us.
to achieve the goals that are established
or the objectives or
whatever it is we want to achieve, right?
Okay guys, we are two minutes
away from the hour
so I will ask
if you guys want to give a closing remark
regarding the subject and the talk show
or a closing remarks maybe
even regarding to KPIs, Lucas,
What I, if you want me to share something,
I think that um you know
I don't know if this happens to you, okay?
To all of you, the audience as well, everyone
but sometimes when I'm trying to challenge the status quo,
and I want to come up with new ideas
I don't find time because
usually I'm dealing with many deadlines and meetings and requests
and it becomes a sort of a frustrating situation
I think that collaboration is key.
And so my offer
to you, to everyone here in this session
is feel free to reach out to me if you want discuss
or do some sort of brainstorming on
how to elevate sales excellence
I'm happy to share my background,
my ideas and my approach
And thanks again to
Stefan, Juliana, Nuno, Mohamed, to the team here
Thanks to the audience as well.
It was a pleasure.
And I hope you got at least one idea from this session.
And that you can test it
in your organization and, you know,
I'm open to support you in your endeavors.
Thank you, Lucas, oh guys
follow Lucas, look for Lucas, and be friends
connect with Lucas.
Mohamed, what about you?
Yes, end of this session I'd like to
to thank you for your time.
I've enjoyed it. A lot of insights added for my experience.
I hope I haven't been a heavy guest,
as they say.
Thank you for your time.
I hope we can meet on another time also
to increase our interaction and increase our experience.
Thank you, thank you. Nuno?
Yeah the same to me yeah.
I would like to repeat some words
in terms of the events from today
Salesforce Effectiveness, I would like to summarize it
as a comprehensive approach
that involves much strategy,
tools and practice that can...
that are willing that the companies, pharma or whatever
increase revenue and business growth yeah
So this is what it is, yeah.
This is the companies' methods to achieve results
with some complex requirements.
So thank you so much for the invitation.
It was a very pleasure being here
speaking, exchanging and then
and sharing some opinions.
If someone else wants to contact me,
maybe you can share my contact details, email details,
and then we can move forward.
Thank you so much and I hope we speak soon.
Thank you. Thank you everyone.
Thank you, nice attendees, and don't forget to follow our speakers.
I hope to see you all on our next episode of Pharma Insights.
Bye! Bye!