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Learn how to uncover millions of dollars of unrealized revenue within your physician customer base
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Revenue Optimization:Pursuing Hidden RevenueGrowth Opportunities within Your Customer base
Can I have Your Attention?
If there was a way to find millions of dollars of unrealized revenue within your brand’s customer base
would that be of interest to you?
Did You Know…
There are in fact millions of dollars of unrealized revenue growth hidden within your existing customer base waiting for
your promotional team to “dig up”
Where is this Revenue?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Positive Growth No Growth Negative Growth
• The unrealized revenue is found primarily in the that part of your customer base demonstrating a negative lifetime value and the activites driving this negative performance
Typical Brand’s Customer Base Profile
How Much Revenue Are We Talking About?
• Current Case Study
2009 Sales 2009 Growth Unrealized Achieve 10% of Revenue / % the Opportunity
Company: Biotech CompanyProduct Portfolio: 2 Products Approved / 1 Pending
-1% $97 / 14%$977.7 / 146%$668.2
(Revenue in Millions)
How Much Revenue Are We Talking About?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Get Product Trial
Position in Practice
Grow Volume
Displace Preferred Agent
Expand Volume - New Patient
Retain Volume
2010
2009
2008
Suspects
Customers
Prospects
• Current Case Study
New product under threat from eroding customer base
Customer Definition &
Targeting
Customer Management
TargetingSupport
Programs
Territory Management
Commercialization & Campaign
Management
Brand Model &
Positioning
Why Has This Revenue Gone Unrealized?
• The unrealized revenue is caused by the performance of the commercial team on 14 metrics that fall into 6 categories.
• 7 metrics define the amount of unrealized revenue and 7 metrics define why the revenue is unrealized.
How Are These Results Uncovered?
• Transforming Data into Actionable Insights
• Working the analysis from the prescription pad back
Information
Opportunity Profile
Application
ActionableStrategy
Execution
ActionableTactics
Data
Refined / Mined
Step 1. Business case created:
How much Unrealized Revenue?
Step 2.Where are we?
Baseline Performance Established
Step 3.Where do we want to go?How Much new revenue
Step 4.How do we get there?
Prioritized Plan to Maximize Revenue
Step 5.What’s our progress?
Milestones Established / Tracked
The Business Case for Change
The Revenue Optimization Program
Opportunities and Solutions
“What is driving my revenue performance?”“How effective are my commercial operations?”
“Is my strategy in sync with where the market is likely to position my product?”
“Is my brand model in sync with the competitive dynamics my brand is facing?”
“How can I raise the level of the sales conversation to that of my best performing sales representatives?”
“How can I ensure that promotional activity and business opportunity are in sync
“What an individual physician’s or an institution’s clinical value criteria for product selection?”
“How do I track campaign effectiveness in near real-time for our new product?”“How do I contract the sales cycle through pre-launch promotion?”
Metric(s) ImpactedRevenue Optimization Tool
There are millions of dollars in revenue growth sitting within your existing customer base waiting for your promotional team to “dig up”
The Key Questions you need answered in order to Optimize Brand Revenues:
• Where Is This Revenue?• How Much Can We Recover and When?• How Do We Recover This Revenue?
In Closing
QUESTIONS
David Delong, Chief Customer EvangelistThe Customer Management Group(800)[email protected]