1
Are our omnichannel tactics effective?
Productive frequency helps to focus resources efficiently
Productive Frequency
2
Do we have the optimal size and deployment?
Field force resource optimization
Sizing & Deployment
3
Where should we focus our tactics?
Account-centric omnichannel mix
ML-based Call Plan
Key Market Insights
Evolving
Engagement Model
- Constant landscape changes
- Increasing Orchestrated Omnichannel Promotion
- Effective adaptations to commercially succeed
Data-driven
Approach
- Multi-dimensional data to measure and drive behaviors
- Need of feedback Linking Activity to Performance
Leverage Resource
Allocation
- New ML-based solutions allow to optimize resource allocation
- Account promotional sensitivity
- Carryover projections
- Dynamic vs Static call plans
Goals
Focus effort to obtain the highest return
Identify Growth Opportunities to capture them via recommended execution mix
Tune optimal execution
Call frequency approach for each brand, account & HCP specialty
Omnichannel approach of the execution plan
- F2F
- Remote
- RTEs
- Events
Benefits
Identifies
Growth Opportunities
Detects
Performance Sensitivity to Tactical Execution
Optimizes
Resource Allocation and Tactics Execution
User Flow
Illustrative data
1
Identify Growth Opportunities
Accounts prioritized by sensitivity & opportunity for each territory
2
Recommended Effort to Capture Them
Break down to Specialty, Channel & Tier with its expected impact
Explains predictive model output by each specialty & channel, as well as promotional sensitivity
3
Rep fine-tuning for each HCP
Collects Reps field knowledge to improve ML model accuracy
AI Explainability
Variable Importance
Incremental sales predictors average of each model
Incremental sales (€)
- Learns the non-linear interactions between potential, penetration (sales/population), sales in previous period, average price, discounts, & promotional activity… vs incremental sales
- Detects the sensitivity to promotional tactics & models sales projections based on the commercial activity
- Recommends the calls per center to maximize the incremental sales in the following cycle, considering the restrictions defined for each customer Tier
Productive Call Frequencies
Sensitivity of incremental sales vs promotional effort (# calls / sales per cycle)
Assessed HCP specialty
Calls during sales cycle
Variables that impact model prediction
How each feature affects sales prediction
Who We are
More than 15 years experience developing and deploying analytics platforms for commercial pharma
International AI competitions winners with experience deploying Machine Learning models to production
Broad range of customers from top 20 to mid-size pharma companies
How We Work
Agile incremental deployment
Our clients
