1. Optimizing Pharma Sales Force
through the use of Master Data
Management
VSM Software (P) Ltd
“Not just software. Total business solutions”.
www.vsmsoftware.com

2. ”Not Just Software. Total Business Solutions”
Introduction
• Creating a unique master data universe that is used as a service across all applications in an
organization is the essential tenet of Master Data Management (MDM).
• This master data is for all types of data: customers, employees, products, vendors, territories
etc.
• For the Pharma industry, one of the most important elements in MDM is data on doctors and
HCP s. There are many benefits to building the right data on doctors. One main area under
discussion here, is application of this data for optimization of sales force.
• A key process in developing “master data” on doctors is “de-duplication”
• A good process of Doctor De-duplication will help in building a unique set of doctors across a
typical company’s multiple SBU s, with built-in parent-child relationships.

3. ”Not Just Software. Total Business Solutions”
To explain the concept – let us consider the following
Region : One region in the south of India
SBU’s : SBU 1 (a primary care SBU) Each MR has 200* Doctors
SBU 2 ( a specialty SBU) Each MR has 100* Doctors
De – Duplication of Doctors
SBU 1 SBU 2
*7600 Unique Doctors
*1000 Common Doctors
between the SBUs
* Sample Data based on one of our clients

4. ”Not Just Software. Total Business Solutions”
Current Scenario
SBU 1
SBU 2
SBU 1 + SBU 2
De – Duplication of Doctors
Business Unit Doctors Sales Force Size
SBU 1 Unique Doctors 7600 38
Common Doctors
to both SBUs
1000 5
Total 8600 43
Business Unit Doctors Sales Force Size
SBU 2 Unique Doctors - -
Common Doctors
to both SBUs
1000 10
Total Sales Force Size 8600 53

5. ”Not Just Software. Total Business Solutions”
Possible Optimization
Sales Force Optimization
The company can optimize sales force, if the specialty MR s can be made to handle
SBU 1, which is primary care products.
The company can assign SBU 1 brands to Specialty MR s, thereby, saving 5 MR s in
the sales force
This gives approximately 10% saving
If this approach to “optimization” is applied, there can be improved utilization of
sales force.