Executing Complex Strategies through a Field Sales Force

© 2012 Aktana, Inc. All Rights Reserved.

Executing Complex Strategies Through a Field Sales ForceDavid Ehrlich, CEO

© 2012 Aktana, Inc. All Rights Reserved.2

An Industry in Transition

Patent expirations and limited drug pipelines raising pressure to do more with less

Reps carrying more products and covering more complex territories

Increased competition for HCP share of mind, and decreased physician access

HCPs accessing info via more channels – increasing the burden of coordination

Gov’t regulations increasingly restricting flexibility and tactics

Pharma Go-To-Market Must Change


It is Critically Important

Sources: Cegedim Strategic Data, McGill School of Medicine, company estimates

56%25%

4%13%

2%

Sampling

Physician Detailing

Hospital Detailing

DTC Advertising

Other Ads

Spending Worldwide on Sales Force & other Marketing Channels100% ~= $92 billion

Reps Control or Influence Most

Spending


What does the future look like?

Next-Gen Go-To-Market Approaches

Deeper HCP segmentation• Formulary status or plan participation• Prescribing bias• Non-traditional channel use/response

Coordinated multi-channel tactics• Mixed pacing• Staged campaigns

Dynamic response• Trigger-based actions (calls, invitations, etc.)• Segment re-assignments• Plan modifications


Yet, the Move Beyond “Reach and Frequency” Has Been Slow

“About 75% of pharmaceutical companies are still determining which physicians

they’ll call on – and how often – just as they did ten years ago when the name of

the game was ‘reach and frequency.’”

- Call Planning that Delivers on Brand Strategy, IMS Health


Executing Complex Strategies in the Real World is Difficult


Trying to apply Information Technology to Call Planning – for Years

December 1971

... Best suited to repetitive selling situations where the amount of time spent with an account is an important factor in the magnitude of sales generated...

... an interactive computer system designed to aid sales management in allocating sales call time more efficiently ...

Wharton Professor


We Believe It’s Possible - Now

Mobile Devices are faster, more powerful, and more

user-friendly than even PCs of 5 years ago



Network speeds are 100x faster than 10 years ago



Cloud computing is offering greater access to

enterprise-class applications anywhere, anytime



“Big Data” models and technologies are enabling

more sophisticated real-time analytics



User-experience design methodologies, skill sets, and tool-

sets have matured, facilitating the adoption of business

tools.


Netscape Navigator

It’s Happened Before

Manhattan banks, via Videotex

What Happened in

1995?

>70% of all internet users access online banking

2-Way Cable Modem

SSL 2.0

US Online Banking Users

1981 1985 1990 1995 2000 2005 2010

1981: <10,000

2010: >72 million


Even with the Right Technology, It’s Still Hard

Sales Reps remain pivotal in the next generation of

Go-To-Market

Any new technology must “crack the code” of the rep

workflow

Reps must WANT to use the tool


Complexity must be Simplified, but Feel “Right”

Tool must continuously balance, prioritize &

translate many factors

Success demands dynamic adjustments

Reps need concrete directions, at exactly the

right times


Greater Accuracy Results in Higher Expectations

The tool needs to get progressively more

accurate

Demands a learning system, based on accurate

feedback

Accurate feedback comes from the rep …


… Bringing us back to the Sales Rep

Reps must WANT to use the tool


In Summary

The Pharma Industry Go-To-Market must change

It’s a financial imperative

We know what the future looks like

Yet, the move beyond traditional approaches has been slow

Executing on complex strategies in the real world is hard

We believe technology is ready to support a breakthrough

Even with the right technology, it’s no cakewalk The rep remains key Complexity must be simplified Learning algorithms are the key to sustainability


Aktana: Closing the Loop

Use Call Detail screen as currently configured and designed:• Target progress indicator• My appointment list• Call entry in one screen• Any enhancements made


Smart Suggestions for Sales Reps

Smart Suggestions • Simple• Compelling• “Feel Right”

Translational Analytics• Optimization algorithms• Artificial Intelligence

How available is the doctor today vs. other days?

How much is a visit to this doctor worth?

How long overdue is this doctor for a visit?

What questions is this doctor likely to have or what resources

are likely needed?

What other communications has this doctor engaged in (emails,

website, symposium, etc.)?

…….

What message should be delivered to this doctor at this

point in time?

Rep-Centric Design• 1000’s of hours

of Rep research

• Designed by Reps, for Reps


Reps Like, and Use, Aktana

Client Case Example

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12

14% 14%15%

18%

23%

19% 18% 19%

22%

26%

30%32%

Percent of Visits originating from Aktana Sugges-tions


Reps Perform Better with Aktana

1 2 340

50

60

70

80

90

100

7479

88

19% increase

Control: Reps not using Aktana

Using Aktana Some Using Aktana More

Percent Attainment of Target Goals

8% increase

11% increase

Client Case Example


Reps Perform More Consistently with Aktana

Distribution of Rep Performance

Client Case Example

Reps Not using Aktana Reps Using Aktana Suggestions

Rep performance Rep performance

% D

istr

ibu

tio

n

% D

istr

ibu

tio

n

Wider distribution (19% variation)

Narrower and taller (11% variation)

20% 40% 60% 80% 100% 20% 40% 60% 80% 100%


Next Gen Go-To-Markets are Now Possible

1 2 340

50

60

70

80

90

100

7479

88

19% increase

Control: Reps not using Aktana

Using Aktana Some Using Aktana More

Percent Attainment of Target Goals

8% increase

11% increase

Client Case Example

Via More Nuanced Strategies and

Learning

Unlocked Potential


The Future has ArrivedThe Time is Now

Executing Complex Strategies through a Field Sales Force

Technology

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