Building Field Confidence in Pharmaceutical Sales Data: Best Practice Summary

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Research shows that while data problems may affect the perception of data quality by field representatives and management, not all data problems are data quality problems. Sorting out perception versus reality, and identifying the root causes of the problems is a critical first step toward developing effective approaches to managing field data issues and inquiries. Pharmaceutical companies can prevent and reduce many data problems and inquiries by proactively and continuously improving data quality management at the home office level and enhancing data education and communication at the field level. This 13-page document provides field analysis and sales operations managers details of common problems that exist with data, ways to improve data quality and ways to educate representatives at the field level about data issues.

Key topics include:
-Data Problems :Perception and Reality
-Improving Data Quality
-Educating the Field on Data Issues

Select practices and examples include:
- Integrate multiple sources to enhance the quality of customer and sales data that support the field organizations.
* To provide field forces with more accurate, complete and current market data, many benchmarked companies are tapping into multiple data sources that exist outside the primary data vendors.
-Catch and correct data errors and discrepancies before they hit the field through preventive measures.
*One company reviews and scrubs the data on a monthly basis. This level of quality control has increased representatives’ confidence in the data and reduced the number of inquiries representatives file, according to the interviewed manager.
-Purchase raw data from vendors and customize data analysis and reporting to better meet the specific needs of the company’s sales forces.
*One director of sales incentives believes that retaining analysis in-house enables the company to deliver analysis that fits well with the way incentive plans and sales territories are structured at the company. This director further observes that over-dependence on vendor data and analysis is one of the main causes of sales data inquiries at many pharmaceutical companies.

This document originated from a Best Practices, LLC consulting project.

Industries Profiled:
Pharmaceutical; Biotech; Health Care

Companies Profiled:
Eli Lilly; GlaxoSmithKline; Janssen; Novartis; Ortho-McNeil; Pfizer; Pharmacia; Schering-Plough

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Building Field Confidence in Pharmaceutical Sales Data

ID: 4445

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Pages/Slides: 13

Published: Pre-2020

Delivery Format: Online PDF Document

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