Using a Franchise Approach to Manage Multiple Products: Adjusting Sales Force Size and Training to Lower Costs

STUDY OVERVIEW

In today’s marketplace, launching multiple products for a common therapeutic area is costly and challenging. This benchmark study probes how to most efficiently manage multiple products and indications in the same therapeutic area. One way franchise managers maximize the value of portfolio assets is by reducing the average cost of supporting each product.

The greatest factor affecting the cost of supporting any pharma product is sustaining a sales force. This study examines how an integrated product franchise approach can cut costs through sales force effectiveness. The study examines what aspects of sales operations can create savings through a franchise approach. The study also touches on leveraging marketing resources and visual aid/collateral integration under a product franchise approach.

This study is designed to deliver evidence-based benchmarks on sales force efficiencies that come with a franchise approach to managing multiple products.

KEY TOPICS

• Executive Summary
• Participant Demographics
• Franchise Benefit Area: Reducing Costs

• Operational areas that benefit from managing similar products as part of an integrated product franchise
• Operational areas that have achieved significant cost savings as a result of leveraging resources
• Rate effectiveness of combining resources for specific franchise sales tactics
• Sales areas where redundancy can be removed by combining promotional resources
• Top three lessons learned in removing sales redundancies
• Rate effectiveness of combining resources for specific marketing services that promote multiple indications
  

• Remove Redundancies in Sales Force Size & Customer Details:  The most effective redundancy-removal areas to explore include sales performance analytics (48% highly effective), rep training (42%), and customer targeting (40%).  Companies can benefit from redundancy removal in sales force size (i.e., not adding another full sales force for new products) and customer details – which received strong effectiveness ratings.
  

Industries Profiled:
Consumer Products; Diagnostic; Pharmaceutical; Medical Device; Biopharmaceutical; Health Care; Biotech; Market Research; Utilities; Chemical; Clinical Research; Laboratories


Companies Profiled:
Bayer Healthcare; Shionogi Inc.; Roche Diagnostics; Mylan; GlaxoSmithKline ; Drager; CareFusion; B.Braun; Astellas; Entelos; Alcon; Siren Interactive; AstraZeneca; Nonin; Menarini Group; Hikma; Novartis; Nico ; Lupin; Centurion; Covidien; Galpha Laboratories; Catalent Pharma Solutions; Genentech; Almirall; Abbott; Sandoz; Johnson & Johnson; Dr Reddy's Laboratories; Merck; Meda Pharmaceuticals; Sanofi; Amylin; Teva Pharmaceutical Industries Ltd; Glenmark; Boehringer Ingelheim; Wockhardt; Novo Nordisk; Ranbaxy; Daiichi Pharmaceutical Co.; Ltd.; Roche; Baxter Healthcare; Medtronic; Shire; UCB Pharma; Stryker; Gilead Sciences; Biogen Idec; Boston Scientific; Zydus Cadila; Janssen; cipla

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