CASE STUDY

Your Field Rep Said What?

“The ability we now have to know what, how, and to who we present - and to make adjustments based on what works and what doesn’t - is truly powerful.”

VP, Client Operations


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salelytics.com
You have spent a great deal on focus groups, hard collateral, e-collateral, talking points, tablet presentations, regulatory review, re-writes, field training, and the list goes on.  In fact, big pharmaceutical companies spend nearly twice as much on marketing directly to prescribers as they do on R & D – to the tune of $24 billion in 2015.¹

All that money is spent on detailing prescribers, and frankly, you don’t know what your field reps actually say.  Field-sourced data around delivered messages is often thin because data is the last thing your reps are thinking about and the lack of data validation.  High margins of error in field-sourced data make prescriptive analysis very difficult.

The feedback loops of what messages are delivered in the field back to Sales Management and to Marketing are at best suboptimal.
Imagine the value to Marketing and Brand Management teams when they have the unprecedented opportunity to:
  1. Capture accurate data on the adoption, and extent of use, of best-practice messaging across the sales force at 100% scale.
  2. Measure the NRx and TRx lift created by specific messages.
  3. Use data science in transforming customer interaction data into actionable insights based on what works and what doesn’t.
THE SALELYTICS OFFERING... 
Deploying a Salelytics Professional Team with Speech Analytics aligns your market messaging with rep behavior. Additionally, deployment provides the broad analytical yield required to evolve market strategies - and to ensure adoption. 

Conversations are the richest source of prescriber behavior and the phone is the richest channel. Enabling a team of 30 inside representatives with Speech Analytics can yield 1.1 million phrase spots per month. 

The singular disruption that Speech Analytics brings to your operational processes is its marriage of content to activity at 100% scale.  The data from Speech Analytics gives marketing and operational teams the ability to: 


The analytical yield derived from thousands of prescriber presentations empowers you to adjust rep behavior against the market-driven challenges specific to your industry and customer base.

OUR SALELYTICS REP SAID THIS! WHAT DID YOUR FIELD REP SAY? 
At Salelytics we believe that meaningful engagement is characterized by:


SPEECH ANALYTICS DESIGN
In Q4 2016, Salelytics deployed an Inside Sales Team with Speech Analytics for a pharmaceutical partner detailing innovative therapies to prescribers in the primary market.  The Speech Analytics design was aligned with emphasis on three building blocks of the detailing process: 

3 KEY AREAS OF THE SPEECH ANALYTICS DESIGN
  1. Determine the Customer’s Needs - nine components
  2. Develop Appropriate Solutions - seven components
  3. Demonstrate Brand Value - seven components
SPEECH ANALYTICS METHOD
The team consisted of ten Inside Sales Professionals – all with similar account bases.  Reps were trained and coached to use Speech Analytics messaging.  Speech Analytics reporting was used by management to evaluate calls and to coach their reps which sped adoption.

After six weeks, more than 2,000 clinical presentations had been recorded and analyzed to quantify differences between the use of keywords and prescriber writing behavior in the target providers. 

Analysis revealed net growth in TRx was very strongly correlated to keyword usage in the three focus areas of the call flow.

OUR SALELYTICS REP SAID THIS!
TRx Growth Strongly Correlated to Key Phrase Usage by Reps

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