Upload
vandung
View
217
Download
0
Embed Size (px)
Citation preview
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 1
LEO PharmaCommercial Excellence EU+
Geomarketing Praxistag Health | 12. März 2018 | Karsten Schmidt, Director Commercial Excellence, LEO Pharma
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 2
AGENDA
A short introduction of LEO Pharma – mission, pipeline, organization
How do we run territory alignments in EU+ and why are they important?
What are helpful features of RegioGraph for alignment work?
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 3March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 3
Our mission
3March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 4
For decades, LEO Pharma was a very diversified business
1912 1923 1940 1945 1958 1962 1973 1991
But as a part of our growth journey,
we sharpened our focus on dermatology.
4March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 5
• We are first and foremost accountable to patients.
• Even when there is no immediate commercial gain, we strive to
meet patients` needs in the belief that business will follow in the
long term
• All profit is reinvested in LEO Pharma.
• We commit to long-term innovation.
• We have the freedom to operate independently of outside capital.
LEO Foundation
LEO Pharma
LEO affiliates
– a unique opportunity to put patients firstWe are fully owned by a foundation
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 6
We go beyond pharmaceutical productsto help people with skin diseases
QualityCare™ is our digital door to innovative experiencesthat brighten Jessica’s day as she deals with her condition.
6March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 7
LEO Pharma’s pipeline– reflects our long-term focus on R&D and our goal to help people achieve healthy skin• 14% of our turnover is invested in R&D*
• In the past 10 years, we have initiated
more than 100 clinical trials
• We have 750 dedicated employees
working in R&D
• We are expanding our internal innovation and external
partnerships to bring life-changing medicines to people with
skin conditions
• We explore opportunities to make treatment easier for
patients through innovations within medical device
technologies and digital solutions and services
*http://www.leo-pharma.com/Files/Billeder/LEO_local_images/LEO-
Pharma.COM/LEO%20Pharma%20Annual%20Report%202012.pdf
7March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 8
Our products are marketed in more than 100 countries worldwide and we are around 5,000 dedicated LEO employees operating across 61countries
Today, we are a global organization– helping people achieve healthy skin
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 9
Region EUROPE+
Region INTERNATIONAL
Region US
Countries where our solutions are not available
We have created a global setup– in order to move closer to the many patients
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 10
EUROPE+
France, Canada,
BeNeLux
France, Canada,
Belgium, the
Netherlands
Central &
Eastern Europe
Germany, Switzerland,
Austria, Czech Rep.,
Hungary, Romania,
Slovakia, Poland
Europe
South
Spain, Portugal,
Italy, Greece
Europe North
& AU/NZ
UK, Denmark, Ireland,
Finland, Norway,
Sweden, Australia,
New Zealand
Thrombosis
France, Canada,
BeNeLux
Rest of World
(RoW)
Thrombosis Global Business Unit –
Global Strategy & Portfolio Management (GSPM)
Our four clusters
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 11
Setup Analytics Team across EU+
Analyst 1TA projects for Cluster
SouthTraining support –
PromoMats
Analyst 2TA projects for Cluster North
Veeva Implementationsupport 1:1
Analyst 4TA projects for Cluster France
Canada BeneluxImplementationsupport 1:many
Analyst 3TA projects for Cluster CEE
Reporting/analyticssupport
Support the clusters in territory alignments (TA)
Each analyst took the RegioGraph training course and is very skilled in conducting alignments.Concentrating the alignment support in a Romanian Center of Excellence is highly cost effective.
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 12
Potential of uncovered territory
Unbalanced Accounts Distribution per Territories
• Identify uncovered areas with high potential & re-evaluate validity of white space areas
• Balance market potential and workload distribution between territories to
• avoid overcalling on low potential customers in low potential areas
• avoid undercalling in high potential areas
Why are territory alignments important?
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 13
Change/Insert Date/Location
Check in Date & Time
Click Apply to All
Insert Location/Footer:
Check in Footer
Before & After ScenariosOptimize territories balancing market potential & workload
New scenario with improved territory design keepingsales reps locations & the same field force size
Current territory structure
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 14
New scenario with improved territory design
Before & After Scenarios Optimize territories balancing market potential & workload
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 15
Some bigger EU+ markets are still
• using external consultants for alignment work• or have different alignment tools. • Accordingly, there is further synergy potential.
Status of
alignment projects:
initiated
on-going
delivered
TA work across EU+ is expanding
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 16
formatted
bullet text please use the
Increase/Decrease Indent
PowerPoint menu
Different frequencies
Different sales rep locations
Brick to territories
adjustments
Before & After: Scenario variations
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 17
Usefulness of sharing the maps with local sales teams:
• Maps will be used by Line of Business to discuss different scenarios
• Off-line access to scenarios for non-RegioGraph users with zoom-in functionality
• Configure HTML viewer with access rights differentiated by stakeholders groups
• Mouse-over map and relevant KPIs (sales, market share, no. of HCPs,
no. of planned calls by territory) on the fly
Sharing the scenariosvia the HTML viewer
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 18
Usual timelines from project start to execution
Data preparation Data mapping Run scenariosDecide on
outcome and implementation
Track execution
2 weeks – 1 month 1 week 2 weeks 1 week quarterly / yearly
• Internal / external
sources
• Current territory
structure and changes
forseen in the near
future – account
addresses
• Historical call activity
and types of activities
• Actual Plan of Action to
understand planned
reach and frequency to
different customer
segments
• Mapping of geographical
areas (e.g. postal codes)
to bricks (in-market
sales data provider)
• Mapping home
addresses of sales
representatives to
understand their location
within current territory
setup
• Adding sub-national
sales data of market
potential and LEO sales
at brick level
Alignment process:
• Balance territories by
workload market
potential, area – apply
different weighting
factors
• Customer disruption
minimized
• Sales rep location taken
into consideration for
ensuring efficient routing
and distance coverage
• Presenting scenarios to
the business
• Deciding on the final
scenario to implement
• Supporting Plan of
Action implementation
based on the final
results
• Run analysis to track
execution of the Plan of
Action
• Run call freq. distribution
analysis
• Measure sales impact
after territory alignment
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 19
Manually reassign bricks to territories
in close collaboration with local sales management
Utilize RegioGraph engine to automatically
optimize territories considering different
weighting factors for each criterion
RegioGraph OptimizationEngine vs. manual adjustments
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 20
Lock certain territories during the optimization
exercise
Generate ideal locations for sales force representatives
Link table data
Calculate table columns: area – very useful, math
formula
Possibility of choosing several optimization criteria
and selecting level of tolerance
Automatic data roll-up at territory level
Special RegioGraph FeaturesHelpful for TA Work
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 21
Planning Multichannel activities for remote areas
Easily identify inaccessible HCPs and
plan remote interactions
Rep 2
Rep 1
March 12, 2018 | Commercial Excellence | Karsten Schmidt, LEO Pharma 22
Subscription model with yearly map updates for building brick layers
Advantage of having up-to-date map materials
Risks
• Difficulties to correlate location info. from an external DB and RegioGraph– the mapping leads to approximations which could affect the result
• Not having up-to-date maps may lead to workarounds which will limit the analysis
Benefits
• Exact match - no corrections needed during the mapping process• Time-saving• Accurate results• Flexibility to roll-out different scenarios