In the highly competitive Indian pharmaceutical marketplace, effective marketing can be a great factor in
driving adoption. To ensure desired ROI from their marketing activities, pharma companies need to understand
how physicians learn about their brand, why they choose to use it, and what obstacles stand in their way.
That’s where MRs (Medical representatives) come in. These MRs undergo frequent training to develop their
selling techniques and skills, and to stay abreast of the developments in the industry.
Salesforce Optimization: Obstacles
Medical representatives are burdened with multitude of tasks and goals like maintaining physician lists,
territory plans, calls, distributing samples, auditing retail chemist prescriptions, and meeting sales
targets. On top of these, are the training sessions that strain the sales teams’ time and resources that
could be better utilized at reaching more people. The primary task of medical representatives is to generate
more prescriptions and ensure maximum brand recall at the doctor’s level. But they invest 20-30 % of their
time at the chemist and stockist to push order and collect sales data.
Richer real-world data: The missing link
Pharma companies traditionally rely on a single market study to answer all of their questions. While this
is a useful way to gauge awareness and attitudes, it doesn’t fully address the granular issues like reasons
for lack of sales/growth spurts, like secondary sales reports which are available real-time and ultimately
immediate responses that can drive market performance.
Visibility within and across the ecosystem is required to determine the true drivers and barriers of a
pharma brand’s usage.
Technology that drives results
Pharmarack has given MRs new tools to overcome business hinderances they face daily and enhance their
meetings with valuable information and insight. With accessible data-driven analytics, product information
at their fingertips, and standardized communications, sales teams can now drive results more effectively and
We have already had several projects where granular insights from Pharmarack platform helped pharma
companies make direct changes to their marketing strategies to improve ROI. By connecting these insights to
market outcomes through secondary data, clients have the comprehensive and connected visibility needed to
improve brand performance.
For instance: the product purchase data analysis helps to monitor a new product and review the go to
marketing strategy for the product. Pharma companies get a clear understanding of the reasons behind the
lack of sales of their products and the bounce rate information at the retailer level which is a key
parameter for drop in market share of their product.
For an average 1000 crore revenue firm, Pharmarack can potentially help in total improvement of 4-5% in top
line of INR 10 Cr YoY. It can also help save 15-20% of the medical representative’s time which they can
invest to generate more prescriptions.
By investing in a digital platform like Pharmarack, pharmaceutical companies can drive substantial returns
from their marketing investments.