LEO Pharma Commercial Excellence EU+ - events.gfk.com · Geomarketing Praxistag Health | 12. März...

March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 1

LEO PharmaCommercial Excellence EU+

Geomarketing Praxistag Health | 12. März 2018 | Karsten Schmidt, Director Commercial Excellence, LEO Pharma


AGENDA

A short introduction of LEO Pharma – mission, pipeline, organization

How do we run territory alignments in EU+ and why are they important?

What are helpful features of RegioGraph for alignment work?


For decades, LEO Pharma was a very diversified business

1912 1923 1940 1945 1958 1962 1973 1991

But as a part of our growth journey,

we sharpened our focus on dermatology.



• We are first and foremost accountable to patients.

• Even when there is no immediate commercial gain, we strive to

meet patients` needs in the belief that business will follow in the

long term

• All profit is reinvested in LEO Pharma.

• We commit to long-term innovation.

• We have the freedom to operate independently of outside capital.

LEO Foundation

LEO Pharma

LEO affiliates

– a unique opportunity to put patients firstWe are fully owned by a foundation


We go beyond pharmaceutical productsto help people with skin diseases

QualityCare™ is our digital door to innovative experiencesthat brighten Jessica’s day as she deals with her condition.


http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://background-pictures.picphotos.net/ipad-mini-blue-grid-wallpaper-jpg/gadgetmac.com*picture*ipad_mini_blue_grid_wallpaper.jpgquestionmarkpictureId=16740316ampersandasGalleryImage=true/&ei=SkTrVJK0LYjdaqjtgaAJ&psig=AFQjCNEJWMtFhQ71m4-clR6uP4wxKrwPnA&ust=1424790982552093


LEO Pharma’s pipeline– reflects our long-term focus on R&D and our goal to help people achieve healthy skin• 14% of our turnover is invested in R&D*

• In the past 10 years, we have initiated

more than 100 clinical trials

• We have 750 dedicated employees

working in R&D

• We are expanding our internal innovation and external

partnerships to bring life-changing medicines to people with

skin conditions

• We explore opportunities to make treatment easier for

patients through innovations within medical device

technologies and digital solutions and services

*http://www.leo-pharma.com/Files/Billeder/LEO_local_images/LEO-

Pharma.COM/LEO%20Pharma%20Annual%20Report%202012.pdf



Our products are marketed in more than 100 countries worldwide and we are around 5,000 dedicated LEO employees operating across 61countries

Today, we are a global organization– helping people achieve healthy skin


Region EUROPE+

Region INTERNATIONAL

Region US

Countries where our solutions are not available

We have created a global setup– in order to move closer to the many patients


EUROPE+

France, Canada,

BeNeLux

France, Canada,

Belgium, the

Netherlands

Central &

Eastern Europe

Germany, Switzerland,

Austria, Czech Rep.,

Hungary, Romania,

Slovakia, Poland

Europe

South

Spain, Portugal,

Italy, Greece

Europe North

& AU/NZ

UK, Denmark, Ireland,

Finland, Norway,

Sweden, Australia,

New Zealand

Thrombosis

France, Canada,

BeNeLux

Rest of World

(RoW)

Thrombosis Global Business Unit –

Global Strategy & Portfolio Management (GSPM)

Our four clusters


Setup Analytics Team across EU+

Analyst 1TA projects for Cluster

SouthTraining support –

PromoMats

Analyst 2TA projects for Cluster North

Veeva Implementationsupport 1:1

Analyst 4TA projects for Cluster France

Canada BeneluxImplementationsupport 1:many

Analyst 3TA projects for Cluster CEE

Reporting/analyticssupport

Support the clusters in territory alignments (TA)

Each analyst took the RegioGraph training course and is very skilled in conducting alignments.Concentrating the alignment support in a Romanian Center of Excellence is highly cost effective.


Potential of uncovered territory

Unbalanced Accounts Distribution per Territories

• Identify uncovered areas with high potential & re-evaluate validity of white space areas

• Balance market potential and workload distribution between territories to

• avoid overcalling on low potential customers in low potential areas

• avoid undercalling in high potential areas

Why are territory alignments important?


Change/Insert Date/Location

Check in Date & Time

Click Apply to All

Insert Location/Footer:

Check in Footer

Before & After ScenariosOptimize territories balancing market potential & workload

New scenario with improved territory design keepingsales reps locations & the same field force size

Current territory structure


New scenario with improved territory design

Before & After Scenarios Optimize territories balancing market potential & workload


Some bigger EU+ markets are still

• using external consultants for alignment work• or have different alignment tools. • Accordingly, there is further synergy potential.

Status of

alignment projects:

initiated

on-going

delivered

TA work across EU+ is expanding


formatted

bullet text please use the

Increase/Decrease Indent

PowerPoint menu

Different frequencies

Different sales rep locations

Brick to territories

adjustments

Before & After: Scenario variations


Usefulness of sharing the maps with local sales teams:

• Maps will be used by Line of Business to discuss different scenarios

• Off-line access to scenarios for non-RegioGraph users with zoom-in functionality

• Configure HTML viewer with access rights differentiated by stakeholders groups

• Mouse-over map and relevant KPIs (sales, market share, no. of HCPs,

no. of planned calls by territory) on the fly

Sharing the scenariosvia the HTML viewer


Usual timelines from project start to execution

Data preparation Data mapping Run scenariosDecide on

outcome and implementation

Track execution

2 weeks – 1 month 1 week 2 weeks 1 week quarterly / yearly

• Internal / external

sources

• Current territory

structure and changes

forseen in the near

future – account

addresses

• Historical call activity

and types of activities

• Actual Plan of Action to

understand planned

reach and frequency to

different customer

segments

• Mapping of geographical

areas (e.g. postal codes)

to bricks (in-market

sales data provider)

• Mapping home

addresses of sales

representatives to

understand their location

within current territory

setup

• Adding sub-national

sales data of market

potential and LEO sales

at brick level

Alignment process:

• Balance territories by

workload market

potential, area – apply

different weighting

factors

• Customer disruption

minimized

• Sales rep location taken

into consideration for

ensuring efficient routing

and distance coverage

• Presenting scenarios to

the business

• Deciding on the final

scenario to implement

• Supporting Plan of

Action implementation

based on the final

results

• Run analysis to track

execution of the Plan of

Action

• Run call freq. distribution

analysis

• Measure sales impact

after territory alignment


Manually reassign bricks to territories

in close collaboration with local sales management

Utilize RegioGraph engine to automatically

optimize territories considering different

weighting factors for each criterion

RegioGraph OptimizationEngine vs. manual adjustments


Lock certain territories during the optimization

exercise

Generate ideal locations for sales force representatives

Link table data

Calculate table columns: area – very useful, math

formula

Possibility of choosing several optimization criteria

and selecting level of tolerance

Automatic data roll-up at territory level

Special RegioGraph FeaturesHelpful for TA Work


Planning Multichannel activities for remote areas

Easily identify inaccessible HCPs and

plan remote interactions

Rep 2

Rep 1


Subscription model with yearly map updates for building brick layers

Advantage of having up-to-date map materials

Risks

• Difficulties to correlate location info. from an external DB and RegioGraph– the mapping leads to approximations which could affect the result

• Not having up-to-date maps may lead to workarounds which will limit the analysis

Benefits

• Exact match - no corrections needed during the mapping process• Time-saving• Accurate results• Flexibility to roll-out different scenarios


Thank you!

LEO Pharma Commercial Excellence EU+ - events.gfk.com · Geomarketing Praxistag Health | 12. März...

Documents

Transcript of LEO Pharma Commercial Excellence EU+ - events.gfk.com · Geomarketing Praxistag Health | 12. März...