Pharma Insights 🩺

Hello everyone! And welcome

to a new episode of Pharma Insights

the talk show brought to you by Platforce.

My name is Juliana Kreisel

and I will be one of your moderators today.

As you may already know,

know our aim with this series is

to connect professionals from all around the globe

in order to create a community

based on exchange, network,

and meet colleagues from everywhere

and, if we have the chance,

why not create new businesses and deals.

In this episode, we will explore...

we will talk about

Salesforce Effectiveness.

From understanding key components

to mastering metrics and kpis,

our expert panel will delve into all aspects

of Sales Force Effectiveness

in the pharmaceutical and life science industry.

So, in order to start this show,

let me introduce my co-host and moderator for today

Stefan Repin

He is the Head of Marketing here at Platforce.

Hi, Stef!

Hey, Juliana! How are you? How's it going?

I'm good. I'm good. I'm happy.

I'm so ready for this event

and I'm sure our attendees are as well.

Oh I bet. They were born ready

um I don't know haha

I aim to be good at my tasks and job haha

and I aim to please the audience so, guys,

ladies and gentlemen, if you're here

if you want to give questions,

it's an "ask me anything" session so

you can ask right away in the comments

and we'll take your questions right away.

I'm really pleased to have our wonderful guests today.

We already had a little bit of a warm up.

I used for the warm up

this magical book called "The Omni Advantage"

by one of our guests.

Her name is Mehrnaz Campbell.

So shout out to Mehrnaz!

I saw pictures from the Next Pharma Conference

and she signed some books today and yesterday

So let's get started.

I'm really waiting to start the talk show.

Great! So then I will introduce our amazing panel.

First we have Lucas Horvat. I'm sorry if I mispronounced it.

I've been practicing, but you know.

Hi, Lucas. How are you doing today?

Hi, guys! How are you?

Thank you! Hi, Juliana, Stefan, Nuno and Mohamed.

And hello to our audience.

I'm Lucas Horvat. I was born and raised in Argentina

but recently moved to Canada.

I have more than 15 years business experience

in Pharma, biotech, medical devices...

and most lately in diagnostics.

Regional roles in

well-known multinational companies.

I've also created a startup company

back in 2016,

that delivers Healthcare solutions

to patients, let's say,

non-traditional solutions

and also worked as a

pharmaceutical marketing professor

for eight years at the University in Argentina.

Nice!

Thanks for inviting me to the session.

I'm really excited to share and discuss here

sales force effectiveness with everyone.

Ok, thank you!

Thank you, Lucas. Next we have Mohamed.

Hello, Mohamed. How are you doing today?

Hello! How is everything going? I'm fine.

I'm very excited actually to be with you here today.

I'm very thankful.

My name is Mohamed Bakr. I'm from Egypt.

I'm a pharmacist. I have experience of

around 9 years in pharmaceutical sales

sales with around five years in SFE positions.

Sales Force Effectiveness.

I'm hoping will benefit from this show today with you

and also have more insights.

Thank you.

Thank you. Thank you.

And last but not least we have Nuno Melo Moreira.

Hello, Nuno. How are you?

Hello, good afternoon to everyone or good morning.

It's a pleasure to be here here yeah

and exchange some ideas, some knowledge.

I have 27 years old in terms of the pharma,

biotech and medical devices experience.

The region I've been familiar with is

Latin America, UK, Europe,

and some countries in the Middle East,

like GCC.

I've been working as a

Top Global of 10 and 20 companies

pharma companies

and right now I'm working as

a consultant, executive managing consultant in UK.

I'm based in UK.

And then I deliver services for some

goof companies in terms of Biotech, medical cannabis,

Pharma, otcs, nutriceuticals,

these areas that I have delivered very good results

for the companies I worked for

in terms of sales and business development, marketing.

Nice. Nice.

Thank you all for being here

and thanks our audience for also being part of this event.

Without you, we will not be able to make it.

I just want to remind everyone

that if you have any questions

or comments you can leave them below

in the comment section

and as always we will bring it up to the panel.

So without any further delay, Stef,

how about we start this session?

Yes so hey hey

everyone, hello dear audience.

I was reading this book on my free time

It's called "The Omni Advantage"

there's an opening quote that I like to read

Speaking of unrealistic expectations,

Pharma marketing mainly uses share of

voice coverage and frequency of contact as KPIs.

But accordingly to this Takeda,

in a bold move for the market switched to a

regional account director model in 2003,

at the time when Sheriff voice was the only known approach

and in the face of much skepticism,

they decentralize their marketing budgets

and the decision making

to gain faster Market access.

In a relatively short period of time,

the company achieved exponential growth

so my question would be... well in fact

we warmed up a little bit before the live session

and my question for all our dear members,

for Nuno, Lucas, Mohamed was

how are they..? how do they see

in their markets that they're covering how do

they manage like Effectiveness, right?

How do they measure Effectiveness?

Whoever wants can start with this question.

With inputs.

Yeah, go. Go ahead.

In the pharma business we have some

several models

that the pharma...

Maybe we adapted, yeah?

One of them is Sales Force Effectiveness

in terms of the CRM

Return of the clients and return of investment.

Yeah maybe you can

have some linkage between the three of them.

and then the other thing is

change the way we can approach to the market.

The example you say right now

is very familiar for me here.

They had a very good success

several years ago

and then some other

companies not like big one like Takeda but

other ones, they try to follow the same model

same model yeah I saw many things in UK

and I saw many change so what they did?

More responsibility,

increase naturality of the product

and then give more decision makers for each one

but before they do that

they went to the

huge and training in UK in EU.

They delivered this type of Professionals in the market.

with the linkage with strong software.

Softwares

developed for the company and the other ones

softwares from the internal.

This is what they the positioned

and yeah.

Today some companies use the same model in UK.

Awesome. How about your markets?

Mohamed? Lucas?

So we were just talking about very interesting topic

about like how does it work

that in let's say in the Middle East

you focus more on results

against in the...

let's say in Europe you focus more on influence,

and on results less.

Actually...

Can you give some insight into this?

Yes, in Middle East we focus

on a term I would like to use

"360° Focus", okay?

We look in the whole directions.

If you focused on the Medical Rep,

you focus on his training, okay?

You invest in that Medical Rep

in his training, in his knowledge

medical knowledge,

product knowledge,

all of this ensure his... Make exams to ensure

his proficiency in this issue or in this subject.

Then you focus on his sales.

Either quantitative or qualitative,

according to the company strategy.

Also you focus on his training.

How is he using his communication skills?

All of this.

Then you look... This is part

of the focus, if you focus on the Medical rep.

You can focus also on the customer himself.

Or the physician, for example

You look...

Either we are investing in him,

how much do we invest?

How many Medical Rep follow up with him?

What's our ROI from this issue?

Are we benefiting?

the company's profiting from this

business relationship?

Or are we just....?

We call it a "friendship", not business relationship.

which is very bad for business, a friendship

when it exceeds its results

Okay?

Cool. Lucas, here he's from the world of medical devices

Lucas, you were mentioning something

before the talk,

which I found really like peculiar, really interesting.

Could you..?

Yes, of course.

When we think through Omni Channel,

usually it's how we approach

or which are the points of contact that we have with the customer.

could be a patient, could be a physician,

depending on the industry.

And in some way measuring that

I think it's okay, we have the tools, right?

We can discuss for hours and hours

about the KPIs, right?

There is no magic KPI and it will depend on,

as Nuno mentioned, right?

industry, market,

the way, you know,

the way we play in this market

so every company is like a whole world.

So it's kind of difficult

at least for me, to share the magic recipe here.

But what I wanted to share as well

is that, you know, there is a concept

that I've been using not only here

but in the last at least

I don't know, six to eight years,

is the concept of "commercial effort".

"Commercial effort" being the, you know,

all the investments that the company does

in order to approach the market.

So let's say generating demand,

and achieving

you know ultimately we'll be achieving sales targets.

By doing this,

we are also considering not only commercial

but also marketing, medical departments,

operations,

so, you know, because

everyone needs to be aligned on this patient-centricity concept.

And it's not only just the sales rep

it should be the entire company.

In some way I think

like an idea here could be

that trying to readjust the working system

or the operating system

that the company has

in order to be able to

align to the, let's say, to the trends

or the market, the way the market...

because the market changes, right?

People changed, Market changed, you know.

Post-COVID things changed,

so we also need to adapt

and so maybe adapting this working system

we also be able...

we'll be able to deliver the best

product solutions and even try to have

more... to broaden up the access for the patients

So it's not only about

the sales reps activities

but also about how the company behaves

and how the company interacts with the customers,

internally and also with the external customers.

Yeah can I have...

one more comment?

because we spoke here about some very interesting things.

One of them it was from Mohamed and Lucas,

and then I would like to add one on top of that

All the CRM system we had approached to the market

requires

360° Vision like here in UK, in Europe

we work like with a holistic approach

everything is important

like in the middle of us yeah.

It's important to share this information

because what we learn

and what we teach in training

the salesforce and the sales directors

is like okay everything you can see

is important to be part of the tools

that can bring you research and results yeah.

I think that it is important to share this information.

Thank you. Thank you. We have a question for the panel.

but I cannot upload it to the screen.

We are going to try to make it.

but the question is from Mina

She says "Hello I'm from Egypt too Mohamed"

I have a question for the whole board

regarding Medical Rep being a suitable carreer option.

Do certain personalities fit this job more than others?

If so, what exactly makes them better?

Who wants to go with that?

That's a huge question haha

Mohamed, it's all yours haha

She's asking for me, she's saying "for Mohamed"

haha you've got a fan!

Mohamed, you got a fan!

She's form Egypt!

Ok, Medical Rep job, yes, it fits for everyone.

But some people have more

capabilities or are talented from the start.

But everything you can learn.

There's nothing that's only talent.

Otherwise, all of us will be staying at home,

We won't be working.

Everything you have to learn.

You have to study.

Otherwise you will stay where you are.

We are born not ready like Juliana,

we are born to learn.

haha I'm not "born ready" haha

Medical rep yes, it's suitable for everybody

but we need to to make some efforts, okay?

We need to study, we need to train.

We need to take it seriously.

It's not for fun, it's not easy

but it has a lot of

challenges and benefits also.

It helps to improve your character, improve your personality.

And also it will give you a lot of experience.

So that's my short answer for this question.

It's a very huge one, I can't answer all of it.

Can I add something? Can I add something?

Yes, please!

So the way I see this is

because I was sharing this previously, right?

So the market changed.

There were some improvements.

Even our customers are now millennials,

instead of baby boomers,

so that's also

it's really important the way we approach, right?

and when we think about the medical sales rep

or you know pharmaceutical sales rep

or whatever says rep on the healthcare,

life sciences industry.

I think an important

let's say idea or concept would be

trying to move

from the sales rep

to a territory business manager mindset.

It's like owning the territory in which you are

and trying to

as you mentioned Mohamed,

try to learn, trying to get the skills

knowledge

and behaviors that you will need

to excel in that territory.

You know? So it's not only being accountable

but also the owner

and by owning you will be in the need of

more training, asking questions,

using the tools that we have in place

commercial processes, commercial tools

CRMs, maybe you have dashboards,

you have KPIs, lots of things.

Usually in the companies that I worked for

there was a huge investment on tools

and processes

and sometimes

the sales rep gets overwhelmed

because there is too much and they need to sell

So they need to be doing the...

the fronting, being in the front.

So I think maybe something everyone can

try to you know use

as a way of let's say

a disruptive way of thinking is

How can I turn from a sales rep

into a territory business manager?

That's interesting.

Actually, Lucas, I can

take from you, from what you said.

This is our burden as SFE.

To help facilitate,

introducing all the tools,

the knowledge, and the training

for the medical rep to facilitate their owning of the territory.

Ok? For example,

you said he is overwhelmed.

I don't need to overwhelm him with a complicated CRM.

His Daily Report concerns of

coverage, frequency, how to perform it,

it shouldn't be complicated.

It should be simple so that he can perform

in seamless time or smoothly.

We have another question from the audience.

From an attendee. He says:

Is the KPI is linked with the

incentives calculation? Secondly,

KPI is dependent on performance evaluation of MR?

Means 60% coverage and frequency

and 40% KPI's evaluation is on sales revenue contribution.

One second, let me see oh

There you go, thank you.

Can I say something more theoretical?

because I don't use, you know,

currently I don't use that many KPIs like this.

But theoretically

one thing is you need to define

the behavior you're looking your sales reps to have.

So it's very difficult to

at least for me, say if it's 60,

40, or how you're weighting right your KPIs

in order to drive behavior but you need to

first of all you need to define

which behaviors you want to drive right

and then try to understand the weight of those KPIs.

Can I add something?

Yeah, yeah please.

For this type of question,

what I saw here, depends

what is the main objectives of the company

in that region or territory

because in that case maybe

they are willing to increase or grow in the market share

in terms of contacts, ok?

Maybe it works

or only they are willing to increase results

with existing clients.

That doesn't mean that all the data that receive it right now

this question is a little different.

So it will depend on each company

for each region and each time of the year

they will provide you

the Strategic Direction they want to move forward

and then if they tell you, okay

"we need to increase the penetration of the market"

the market share

so we need to find around 50% more new opportunities,

clients, or whatever, or doctors.

So they change.

But the second quarter or third quarter,

what we need to do is

the existing clients what you need to do is

increase the sales for existing clients.

Our coverage is 100% or 90%

but our turnover is very high

So yeah this is a question but we have some some issues.

One of them is we needed to measure

first the customized lifetime value

because you need to understand

how many visits you give these clients, yeah?

And then understand if these client

are willing to bring us or deliver us the results

that we expect for them

and how long we need to expect this time.

And you have all other priorities

like pipeline, velocity,

understand what is

our proposition in terms of our report

and our approach to the doctors,

what is our priority i the products,

and customer satisfaction.

What do we mean by customer satisfaction?

Work very well with the otcs and then with our potential clients.

business to business,

doctors in some cases, or pharmacist

or sellers, it depends on the position.

Ok, yeah.

Regarding this question,

Yes, regarding this question,

first the incentive is

the motivation for the Medical Rep

and its calculation differs from company to company

to another company according to its strategy.

Sometimes there is a company

solely focused on sales

so it's 100% on sales

no need for coverage frequency

wherever you get the sales it's fine.

Sometimes it's 80% sales 20% KPIs

the percentage differs according to the company's strategy,

but the main goal of the incentive is motivation.

whatever it's way of calculation

it differs according to the company.

Right, thank you. Guys...

Sorry, Nuno, you want to...

Yeah, that's correct. What we needed to do first

before doing something is

understand what is the company's

vision and strategy for that period of time

and then build our strategical plan

with the help of

the supervisor or the sales manager

or whatever, yeah.

And then we can build the plan.

Nice. We have another question for the panel.

Let me show you.

It's from Marwa saying

Hello everyone.

I'm really happy to see you all.

My question is what tools should I master

to take my step from MR to SEE supervisor?

I'm sure it's SFE not SEE haha

Yes, SFE!

Who wants to take that question, guys?

One case...

Go ahead, go ahead.

This is a very good question yeah.

This is one million question haha

Well, can I start?

Yeah, please.

Sorry, well...

The first thing is understand if

the company you are working right now or you're going to work

if they have a

growing plan in a couple of years.

If they have growing plan maybe they have

a new position open in a couple of years.

This is the first thing.

The second thing is

be prepared

and show to the company

with your results,

attitude,

positive thinking, training

and passion

and ambition

learn and show to the company,

or show to your boss,

your first line of directors or whatever

show them that you are willing

to grow inside of the company

and yo want to move forward

and you have skills and knowledge to learn more

and bring your knowledge to the company

and deliver results to the company, yeah?

The company you work right now.

This is the first step I think you need to...

to understand. The other thing is

if the company doesn't give you

what you're looking for

because they are not in plan to grow,

what you need to do is look for other opportunity

outside of the market yeah

outside this company or wait

but I think the most important right now is

to have this type of attitude, this type of behaviors,

bring results, learn

and show your

availability or skills to manage the team

or go to the marketing team forever.

You need to show them that you are willing to do that

because we need to understand

and then they need to see in you

you have the skills or the requirements

they're looking for in this type of position.

It's not simple, you know.

Ideally...

You need to do this...

There's no formula.

Sorry, yes.

It's well said but I'll be a little bit biased with this one

because the name is Middle Eastern

so I believe she's aiming for

something in our company

our region actually.

SFE mainly in the Middle East is based on analysis.

Analysis for a lot of data,

either from marketing from sales, from marketing, from commercial,

medical science liaisons,

also field trainers, coaching reports,

all of these, okay?

Analytical thinking is

one of the basic tools or skills

you have to master to be SFE,

or to be involved in SFE.

This is a Middle East purely.

I don't have much experience outside the Middle East.

Okay?

Also know that SFE is a department,

multi-Department, which means

part of the marketing, they have to make analysis

for the targeting, segmentation, positioning of a new drug.

for example, okay?

The Medical Rep or the sales team

they have to make analysis and forecasting for

the future sales, according to the current

and the previous history of sales

and also comparative

comparative planning with other companies,

like I don't know if I can say IQVIA sales

or something like this, okay?

Whatever the way, the main basic skill in this issue

is analytical thinking.

This will help you to acquire SFE easier

in the Middle East.

I hope this answers for the question.

Great. Actually we have a quite participating

participating attendees so...

Can I just quickly share a different approach?

which may... I think it could be some... you know

because I tend to be very practical with things.

So first of all in, you know,

I think this question was pointing on tools, right?

But first of all, first of all,

my first recommendation will be

ask for both of them to understand

what is expected from the positions.

Start from there

because you will have something written down here

and you will compare, right? first of all

to understand where you need to focus

and because it's not only tools

as Nuno and Mohamed mentioned,

it's not only tools it's also skills,

knowledge, business acumen you have to have

to consider here

and SFE has lots of tools and processes

as you mentioned, segmentation,

targeting, sales enablement, performance assessment,

training and development,

I think there is one

that you could leverage if you

if you gain more experience on this

and it's called "being the voice of the field"

Being the voice of the field in my opinion

is translating commercial information

into insights to the rest of teams,

so marketing, finance,

operations, medical, even the general manager,

whoever needs information from the field.

But translating this

it's something that could be let's say

the next step, right?

instead of just thinking of tools,

it's more about how you approach

and how you add value to the team, okay?

because that's more or less

what SFE should be doing here

not only providing reports and that stuff

but more translating that into actionable items.

And so that's, you know,

just a different approach but a way of trying

to be more practical let's say and

something you can apply you know

starting tomorrow.

I like it.

Let me post a question from George.

It says: from your experience,

what metrics have you seen that actually

moved towards SFE excellence?

and do you have any examples of

of role model SFE teams?

Who wants to tackle that? Lucas? Nuno?

Mohamed?

What I can say about this

is again there is no magical recipe.

and it's that...

It will depend on, I think we shared this previously,

that you need to think how your company operates,

the market in which you play

how you want to play in that market

So get, you know, to build your strategic priorities

After that you will be able to

start having conversations with

your commercial team, with the general manager,

marketing, you know, or

try to understand which are the...

the metrics that you need.

But there is no, at least in my experience,

There is no magic recipe here.

It's more about trying to align with the strategic priorities

that the company has

so you need to drive lots of conversations there.

and you need to understand exactly

what the company wants to achieve

in the short term, midterm, even the long term

because you mentioned the role model,

So a model is something that should be

consistent, right?

throughout you know at least in my opinion

five years, right?

you need to think about

maybe it sounds a little uh let's say

repetitive but things about

Mission, Vision, right?

but if you apply those to the SFE department

it's something that could be useful as well.

I believe... I want to add something uh

I believe SFE main task in this issue is

to improve the excellence

that we are

a communication link, okay?

All the time, almost all the time, we have

a fight going on between marketing and sales.

Because of lack of...

haha Mr. Lucas understands what I mean

because of a lot of miscommunication,

lack of communication causes a lot of fights

between the two departments.

The SFE is a linking...

A linking chain in the middle, okay?

It helps to deliver the message

from the marketing team to the medical reps

and give feedback to the marketing team

from the sales team, okay,

to facilitate the communication, so reaching a better performance.

This is just...

Great!

Okay yeah I can have some...

Please!

So yeah, what we talk about

I agree 100% yeah

but in terms of the... First of all,

what you needed to understand is

what is the strategical vision

that the company has or the importance

that the company has for the CRM or tool

linked to the marketing strategy

because in some cases the marketing strategy

doesn't look very well with the sales force effectiveness

And what means "salesforce effectiveness?"

for this type of the question

Does it mean that all the tools we have with us

we need them to deliver the performance results

to the internal and external clients yeah

External clients is our first line of clients.

This means it's

pharmacist or GPs, doctors, whatever.

And the other thing is internal line

that you need to understand that

the alignments between marketing and sales

are linked correctly

and then

Lucas and Mohamed

shared one thing it was that

needs to have the connection between

the both together that can achieve very good results.

and then we need to collect the data from our clients

and then bring this data, deliver this

to the marketing team so that all the marketing strategy

and sales force effectiveness

or CRM results bring to the company like

normal, yeah, this is something

It's maybe a complex way but this is this it.

One aspect, just...

let's say, again trying to share

a practical tip here is

we discussed the mission, right,

Mohamed talked about the mission of SFE, right?

Why is their SF in a company?

Why do we need that?

The vision I can share with you that I had

for many years and is that my vision for SFE

is to become the preferred business partner

for your key stakeholders.

So you can build upon that

after that you will... but you

need the mission and the vision, right?

and then you will understand how

how we should be modeling this.

Instead of just sharing a model,

I can share with you this, right? the critical thinking

process about that.

Okay.

Someone wants to say anything else?

or we move to the next question?

OK, next question.

We have from... here.

Let me post it, okay.

As we are now getting on to the era of virtual medical rep,

could you illustrate what are the non-sales KPIs should be enlisted?

Someone...

Non sales KPIs... I believe this is...

There's no. It doesn't exist yeah

yeah haha

It does not exist yet for the real world.

It...

because... if it doesn't make sense

We cannot do it, we cannot do it yeah

In the company we say, there was an old saying

"If sales is fine everything is fine"

haha ok ok

And if sales is not fine? haha

Yeah, but usually sales is not fine,

that's why we have a job, right? haha

But just three bullet points here

on non sales kpis for a virtual rep,

a couple of years ago when I was working in

a Pharma and medical devices company,

I've created a virtual medical project

a virtual medical sales rep project

I had an some issues there because of the Unions

because the Unions in Argentina are very difficult

and so it was an issue there

but we came up with you know

sales and non-sales KPIs

what I can tell you is you need to understand

what you need to measure from this virtual

Medical Rep in order to understand

if he's or she's performing at, you know,

well, right? So...

But you need... This person needs to

to be tracked on skills,

on knowledge, product knowledge,

if they are using the tools

let's say you have an interactive pdf,

so if this person is using this

during the meeting or not.

There are tools that you can measure

if they are using and how long they are investing on each page

of this PDF for instance,

or material that you have

if they are sending an email with materials

or with follow-up questions,

if the behaviors they have

also if they are using the CRM, are they reporting the calls?

how they are... how and which kind of

quality do the pre-call plans have?

Are they preparing themselves well for those meetings?

So some of the... Some ideas, right?

Ok, I like it.

In our days, digital

format or digital social networks,

approach to our first line of the client,

and this is sales analytic and metrics.

This is the first line that the company

understands the behaviors of some reps,

and sales directors and key account managers.

Why? Because they understand very well

how can they interact with the social networks

interact with the digital tools that the company provides them.

to give the correct information

or deliver the correct message

to the HCPs or doctors, now the first line of the client

and then are willing to provide on long time

this is real long time

It happened

some 6, 7, 10 years ago

on time

they received the followup and the feedback for their messages

and then they collected these data with themselves

and then they see it if it is

this type of message, information

are delivered successfully or not successfully.

This is a first measure sales analytics and metrics.

No one's known in terms of Sales Force.

First line, because we don't tell them.

But this is what it is.

ha ha ha ha

Ah, okay.

Can I have more...?

Yes, please.

Hello? Yes!

Regarding the virtual med rep,

in conclusion he's a Medical Rep.

So he will have the same, almost, the same

job description than a regular Medical Rep

He has to make a call with a KLO or a customer,

He has to take feedback,

He has to make him prescribe his drug

or use his medical device

whatever the company,

so I believe it will be almost the same.

He has to make coverage for his list,

with frequency of engagement,

What else?

His ROI, the sales coming from them.

That's correct. That's correct.

Because, like you said, the difference is today we have digital tools

that some years ago we didn't have them.

And then, because it's important to share,

in our days, with so many companies here

try to adapt it

every day, every cycle, or every quarter,

to adapt it for these new tools

for their... bring the results.

This is not easy.

You know, this is very difficult in some cases

because we try to call, contact

directly our client, yeah?

And our client is very high professional client.

You know, so okay.

Ha ha great.

Moving on, we have another question. One second.

Using AI, how we can transfer

CRM tool of analysis to tool helping on taking action?

Yeah.

Yeah, I can start, yeah.

Yeah!

Give me only one minute.

As I told you,

some couple seconds before,

some companies, the majority of the companies

they are to adapt it in our days

for these new tools of AI

and other ones in digital format

Because

who will be using the AI?

AI or whatever artificial intelligence.

Normally is the research companies

that are willing to move forward, yeah?

In Pharma,

they are trying to implement these good methods.

But

they have a lot of

data they needed to collect in only one report.

This is not easy

but they try to do this, they try to adapt it.

But it's something that they are willing to do.

And they do it.

Ok, someone else wants to add something?

Lucas?

What I wanted to share

is umm

This is... In some way this is new.

This is like a trial.

In my experience I'm not so familiarized

because of

my company's policy on AI.

But what I can share is that

if you want to investigate more

and deeper on this

This is a concept of Industry 4.0.

Ok? If you look, if you go to Google

and you search for "industry 4.0"

This is digital transformation.

And maybe you can search about how this applies

to Pharmaceuticals, medical devices, or whatever

healthcare type of company you're working for.

and then you can get also

some info on how to apply this.

Maybe Mohamed has more insights to share.

Those were my two cents.

That's okay, That's fine. Thank you.

Actually you can use AI as a tool

If you want to replace CRM analysis with AI,

I believe it's difficult without your own knowledge.

Let me give an example.

If you take an analysis and give it to the AI 4.0

and then it came up with a decision

Do you agree with it or not?

Are you familiar with it saying something right or wrong?

You have to analyze it by yourself

so that you can know that it's a right decision.

Or it's not, I don't mean the right decision,

If it's suitable to be used in your environment.

Ok, ok.

So using totally or depending totally

on AI in the current stage

I believe it's a little bit... It will take more time.

You have TO by yourself first yeah.

This is something that we talked about.

We need time to adapt it.

Yeah, we have another comment

from the audience saying

SFE contribution in sales growth,

we routinely take a 2% contribution

by increasing engagement and brand addition per customer,

increasing outcome of campaign,

What do you add in this?

I can see Mohamed reading

the question.

I'm very expressive actually haha

Ha ha, who wants to tackle the question?

Lucas? Nuno?

Yeah let's...

I need more explanation for this question.

Yes, we need more details.

Okay.

This is what it is. If it's a question let's try to figure it out.

Ha ha well yeah

Then SFE... contirbution...

Does he talk about his company?

Or...?

or I don't know.

Please give us more background information.

What kind of tools?

Or what kind of incomes

we would have to increase maybe

for some outcome in campaigns?

First we need to measure very well the KPIs.

What are they looking for?

The second thing is try to analyze

with territory management: what is the territory?

what this territory brings or has a potential.

The second thing is

sales process optimization.

understand how does it work with all

the sales process

and then they need to define very clear

the stage qualifications and sales methods

they need to increase

if they want to increase

and you have the incentive compensations

and campaigns and motivation.

This is something that

they need to increase too so

And it needs to be linked with some

market support,

market share,

market access

maybe for us, we saw this question

it maybe is not that difficult to explain

but in reality,

the question this attendant had

maybe it will be very easy to solve that

but right now, yeah, this is the question I have.

Let's try to figure it out.

It's consistent, persuasive,

resilience,

contact directly with the marketing team's strategy,

linked to the strategy, territory, market access,

and then define the best strategy to increase.

Ok.

But be sure that your further steps

will be very monetized because

if something happens,

it happens very badly.

Ha ha ha!

No, we don't want anything bad to happen so haha

Yeah.

Okay, then we have this one related to KPI,

It says: do you think that KPI tracking

is the demotivating factor

of Field Force for incentive deduction

on the basis of KPI performance?

Ooooh! Ha ha

This is what of the most common misconceptions

of KPIs and KPI tracking

Please, Mohamed, what is yours?

Yes, they look for the KPIs and they say

"it's a tool to reduce our incentive"

In fact it is one of the tools to measure

your progress and advancement in your career.

Ok? If I measure your performance

if I measured your development,

so this means I am looking to

make you bigger or advance you

give you a second step, third, fourth,

but if I left you without it,

tracking or follow up with you,

how will I know that you are progressing?

So the KPIs are very critical

to track your progress.

It's added in the incentive.

If you don't understand it correctly,

you will measure it wrong

so it will cause deduction from your incentive.

But if you understood it correctly,

and you performed it right, then you will find

that your incentive will be whole and total.

No problem with it.

I like it.

I think this is the most important tools

that the companies have in pharma and other ones

for measure their activity for each employee

they work together

because all in any sector

any sector, event if it's manufacturing whatever

they have to have their own insight

their own KPIs.

Pharma needs to have it.

Why? And then they need to measure very well, why?

Because sales force work outside of the company.

They work in the field.

How can we control? How can we measure?

"Control" doesn't mean

that you need to work 8 hours. This is not the case.

It's a normal activity.

If you are on site, yes.

Yes, all the people see you and

and see what you do, yeah.

But in this case, the KPIs

This is a little different.

Keep us very strong and believe it

that if you do the correct work

your KPIs increase, and then you can achieve very good

objectives or budgeting,

whatever the company decided

but I think it's a very strong tool

to monitorize our daily activity

for everyone, from a CEO to the rep

or medical representative,

I will add to what Mohamed said about progress,

you said that the progress

the company can measure your progress

but I also would add

to your personal projects or progress

let's say because as, like,

if you're following and completing your KPIs,

then you can push forward and get better

and as you, we, discussed before,

working and being ready,

no one is born ready, you need to perfect

and you need to work towards your goals

and I think the KPIs can help you in achieving that.

Yeah well I wanted to add something

because of my experience in Argentina with the Unions

because I, trust me,

I know. I know about the unions.

Long tables with

the union representatives,

legal,

HR,

business unit director so

you know, I've been in those candid conversations

so the way I always try to position this to these guys

these big guys is that

the mission I used to have

with Salesforce Effectiveness which

I think it's still the same, right?

But it's, for me, you know SFE is

having the best in class sales organization

that achieves targets consistently

year over year

by providing tools

and driving adoption

of those tools, processes, knowledge

and with the right behaviors.

That is the way I position SFE for them.

And after that,

performance KPIs, incentives, that's another talk.

But the important thing is how you position this

as a solution for the team.

And not as a police officer.

Because I know yeah I've been...

That's why I'm sharing this.

I've been dealing with with the big guys here

not with a couple of sales reps or sales manager, no no.

And at least that's what you know

what I did many times back in those days

and at least that was positive

because even they bought the idea

and they were... I kept them...

They were with me, on my side.

Because they were defending this concept.

Instead of fighting for something

because if we measure and get the results

it will be paid.

So that, at least that was my approach

it's kind of, you know,

it's a specific situation there

but it's more about how you position this

and you will be able,

with green light to go right

and you know keep doing, tracking performance

and you know feedback and stuff.

We have a comment from the audience about this subject.

It says: it's not control.

Without KPIs, how can the rep or company ensure they are focused

where is needed

or how fast they can correct the track to success?

Well said!

Yeah I agree with that.

I mean, as Lucas said, you don't have to

see it as a police officer, because

let's not see it as that

but it's something that we can correct,

something that can help, guide us.

to achieve the goals that are established

or the objectives or

whatever it is we want to achieve, right?

Okay guys, we are two minutes

away from the hour

so I will ask

if you guys want to give a closing remark

regarding the subject and the talk show

or a closing remarks maybe

even regarding to KPIs, Lucas,

What I, if you want me to share something,

I think that um you know

I don't know if this happens to you, okay?

To all of you, the audience as well, everyone

but sometimes when I'm trying to challenge the status quo,

and I want to come up with new ideas

I don't find time because

usually I'm dealing with many deadlines and meetings and requests

and it becomes a sort of a frustrating situation

I think that collaboration is key.

And so my offer

to you, to everyone here in this session

is feel free to reach out to me if you want discuss

or do some sort of brainstorming on

how to elevate sales excellence

I'm happy to share my background,

my ideas and my approach

And thanks again to

Stefan, Juliana, Nuno, Mohamed, to the team here

Thanks to the audience as well.

It was a pleasure.

And I hope you got at least one idea from this session.

And that you can test it

in your organization and, you know,

I'm open to support you in your endeavors.

Thank you, Lucas, oh guys

follow Lucas, look for Lucas, and be friends

connect with Lucas.

Mohamed, what about you?

Yes, end of this session I'd like to

to thank you for your time.

I've enjoyed it. A lot of insights added for my experience.

I hope I haven't been a heavy guest,

as they say.

Thank you for your time.

I hope we can meet on another time also

to increase our interaction and increase our experience.

Thank you, thank you. Nuno?

Yeah the same to me yeah.

I would like to repeat some words

in terms of the events from today

Salesforce Effectiveness, I would like to summarize it

as a comprehensive approach

that involves much strategy,

tools and practice that can...

that are willing that the companies, pharma or whatever

increase revenue and business growth yeah

So this is what it is, yeah.

This is the companies' methods to achieve results

with some complex requirements.

So thank you so much for the invitation.

It was a very pleasure being here

speaking, exchanging and then

and sharing some opinions.

If someone else wants to contact me,

maybe you can share my contact details, email details,

and then we can move forward.

Thank you so much and I hope we speak soon.

Thank you. Thank you everyone.

Thank you, nice attendees, and don't forget to follow our speakers.

I hope to see you all on our next episode of Pharma Insights.

Bye! Bye!