Gmid Associates combines in-depth industry knowledge, advanced analytics, and technology to deliver solutions that enable our clients take better business decisions. Using techniques in statistics, econometrics, and operations research we help embed Data Driven capabilities into the decision making processes of our customers.

1. September, 2011Pharma Analytics – Capabilities & Portfolio

2. While invention of new drugs and therapies is largely unpredictable, the promotional
effectiveness is not. In the dynamic world of pharmaceutics, with the advent of technology
and availability of the data, it has become possible to understand the product-customer
relationship at a given time such that the maximum leverage can be taken out of it.
After the R&D operations, it is the area of the drug promotion where a pharmaceutical
company spends most of its finances. Throughout the life cycle of a product, the business
managers need to make tactical decisions in order to optimally utilize the investments and get
the best ROI possible.

3. Data Analytics in Life Sciences
Samples
Optimization
Promotion
Response
Modeling
Segmentation
Call Planning
Comparative
analysis for
SFE
Incentive
Compensation
ROI
(Promotional
Events)
Pre Sales Post Sales
Sales
Forecasting

4. What should be the sales targets?
Identifying the sales targets that are
aligned with strategic goals of the
company, aggressive from the point of
view of market share and at the same
time realistic as well.
.
In today’s competitive environment, it has become important to estimate factors of various
multitude e.g. when to enter the market, whom to target, the product’s present performance,
promotion response, and future growth opportunities.
In a dynamic environment governed by market events, patent expiry, new competitors, and
launching of alternate therapies, we aim to provide know-how of the future by employing highly
mathematical modeling techniques such that any divergence between the forecasts and the business
plan is minimized.

5. What all are the different customer types?
By dividing the customer base into
segments with distinctly different behavior
patterns, one can devise segment level
strategies and enhance profit per account
Every customer is different and so is her need. The objective of a business unit is to identify the
different behaviours of the customers and to maximize the promotional effectiveness by
concentrating on the most-valuable customers. Management can then device segment specific
business strategies and in turn enhance profit per customer.
Using Physician Information, physician level brand & market sales, other behavior data e.g. loyalty
trend between client’s drug and competitor’s drugs, the behaviour differences are measured by
identifying a set of variables. Even in cases where physician level data is not available, the brick level
sales information is used (along with meaningful assumptions) to build the segmentation.

6. How do the rep visits be optimally
allocated?
Because marketing budgets are fixed,
one needs to optimally allocate
resources in order to generate
maximum response (prescriptions/
sales)
.
One of the key problems of Pharmaceutical marketing is to examine the impact of promotional calls
on the sales of the products. In today’s competitive world where the budget for direct detailing is
constrained, pharma companies need to optimally allocate the rep calls to individual physicians in
order to generate the maximum potential sales.
Our solutions calculate optimal level of promotional measures to be taken along with the effective
calls allocation across the target physician universe to achieve your sales targets.

7. How to optimally distribute drug
samples to the physicians?
Save costs by getting maximum sales
from minimum samples
Deciding on optimal level of samples is a challenging problem as the impact of samples always ‘turns
negative’ at high levels of sampling due to cannibalization of prescriptions while at low levels of
sampling, physicians may start prescribing competitor drugs.
Our Solution Helps You to Answer the Following Business Problems:
• What is the optimum number of samples to targeted customers?
• What should be my brand's sample budget and strategy?
• How is the brand's performance affected with varying levels of sample allocation?

8. What should be the optimal call plan?
Optimal distribution of calls among GPs
and Specialists to achieve maximum
impact
All the exercises done for maximization of the sales force efforts are translated in terms of the
number of calls each rep is expected to deliver to each of his/her physicians – a process which in
itself involves a lot of variables (e.g. maximum number of calls a rep can make in a day, the
physician’s likeability to a sales call, government laws restricting the visits in hospitals, the geography
a rep can cover, etc.)
A Data intensive exercise, the Call Planning activity thrives to fully translate the ‘effective promotion’
into the number of sales calls by considering various scenarios of delivery to obtain the one that
promises the maximum impact on the sales.

9. What should be the performance tracking
parameters of the sales force and what
should be the compensation plan?
Developing an aggressive and at the same
time rewarding compensation plan is key to
keep a sales force motivated and realize sales
targets
An appreciable amount of a sales representative’s salary is variable and depends on factors including
her performance, the sales force team’s performance, market conditions.
We provide solutions that enable information based plan design & execution that can drive business
objectives through the field, while providing the necessary framework for field communication and
plan administration in a seamless workflow that drives consensus and reduces administrative burden.
It empowers one to not only determine the eligibility criteria but also to calculate incentive pay-out
for any level of the sales force hierarchy.

10. Which contract sales organizations should I
deploy?
For vendor sales forces, one needs to compare
their performances to each other in order to
choose most suitable sales force and/or
renegotiate contracts
Drug detailing consumes a large share of a marketing process of a drug company and it becomes
imperative for them to maximize the promotion of their products via on-call detailing to doctors.
Since the association of the sales force with the drug company is vital to the company’s attention,
both in terms of the drug branding and money spent, it becomes important for the pharmaceutical
company to choose the most suitable sales force for any particular drug.
We engineer effectiveness methodologies which could compare two different sales force teams for
the same drug promotion, even under cases where data available is less than sufficient and develop
scenarios for comparing effectiveness scores, where the data available from different sales forces are
of different time periods.

11. What is the effectiveness (ROI) of a
marketing campaign?
As pharmaceutical & other life science companies shift from marketing their drugs and devices to
physicians only, towards positioning their products broadly as solutions to health problems, they
need to increasingly engage in providing information directly to consumers. In absence of known
ROIs of different promotional events, it is hard to find out the campaigns that are most effective and
earn highest return for the company.
We analyse overall ROI of promotional programs, identify the effective elements of the existing
programs and also help them get an insight into physician & consumer’s psyche and how a particular
channel affects sales patterns.

12. Thank You
Telephone Number
0120 4239596
Email
enquiries@thegmid.com
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