In my first blog on the pharmaceutical case study I shared how the company proactively harnessed business intelligence (BI) to strengthen its relationship with customers and stakeholders in Portugal and created a win-win for the company and Portugal – the government met its cost containment objectives and the company improved profitability.
In Part 2 of this pharmaceutical case study I continue the story with how the organization developed a second dashboard for internal use that has enabled it to prioritize and decide where to best allocate its sales resources. This tool enabled the company to grow its sales while reducing its sales force to 50% of the 2009 level in Portugal.
The tool brings in a wide variety of information sources: IMS Health, market size, number of patients per region, and internal information. The dashboard tool takes this raw information and does the difficult part of putting all the “ingredients” together and making the calculations that tell the user exactly what decision to make.
In the end, sales management and individual sales representations must make a team decision about where to allocate their time, but the clear insights from the dashboard ensure they’re making truly data-based decisions. All the individual sales representatives have the information at their fingertips on the iPad for making the call. They each then decide which economic data and scenario to show the stakeholder.
There’s a strong belief at the company that getting the right information into the hands of the field is what’s critical for success. It isn’t enough to have data driven decisions just at the executive level – each daily decision on every level needs to be made with trustworthy data.
The company also believes that the future will involve an increase in digital tools and secure social media for healthcare providers. They are already well on its way to preparing for this future with its innovative use of mobile business intelligence.
In terms of the application itself, the concept, development, content and design is by JRS Pharmarketing, which used Inovista mobile components and Dashboard reader on top of SAP BusinessObjects Dashboards. Contact francisco.andrade@jrs.pt for more information.
Inovista, a partner for SAP BusinessObjects Dashboards, provides more than 80 add-ons, many specifically for mobile devices that allow the designer to create dashboards with a true mobile look and feel for iOS and Android.
