© 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
© 2012 Aktana, Inc. All Rights Reserved.3
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
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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
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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
© 2012 Aktana, Inc. All Rights Reserved.6
Executing Complex Strategies in the Real World is Difficult
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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
© 2012 Aktana, Inc. All Rights Reserved.8
We Believe It’s Possible - Now
Mobile Devices are faster, more powerful, and more
user-friendly than even PCs of 5 years ago
© 2012 Aktana, Inc. All Rights Reserved.9
We Believe It’s Possible - Now
Network speeds are 100x faster than 10 years ago
© 2012 Aktana, Inc. All Rights Reserved.10
We Believe It’s Possible - Now
Cloud computing is offering greater access to
enterprise-class applications anywhere, anytime
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We Believe It’s Possible - Now
“Big Data” models and technologies are enabling
more sophisticated real-time analytics
© 2012 Aktana, Inc. All Rights Reserved.12
We Believe It’s Possible - Now
User-experience design methodologies, skill sets, and tool-
sets have matured, facilitating the adoption of business
tools.
© 2012 Aktana, Inc. All Rights Reserved.13
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
© 2012 Aktana, Inc. All Rights Reserved.14
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
© 2012 Aktana, Inc. All Rights Reserved.15
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
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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 …
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… Bringing us back to the Sales Rep
Reps must WANT to use the tool
© 2012 Aktana, Inc. All Rights Reserved.18
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
© 2012 Aktana, Inc. All Rights Reserved.19
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
© 2012 Aktana, Inc. All Rights Reserved.20
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
© 2012 Aktana, Inc. All Rights Reserved.21
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
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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
© 2012 Aktana, Inc. All Rights Reserved.23
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%
© 2012 Aktana, Inc. All Rights Reserved.24
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
© 2012 Aktana, Inc. All Rights Reserved.25
The Future has ArrivedThe Time is Now
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