CASE STUDY

Big Pharma’s Battle with the Known Unknowns

OBJECTIVE
Exploit the Healthcare Data Warehouse (HCDW) to reduce the impact of bad phone numbers on efficacy and efficiency.

INPUTS/OUTPUTS
  • List of bad phone numbers
  • List of new phone numbers
  • Integration of list into CRM
IMPACT
  • 0.79% increase in efficiency
  • 0.69% increase in efficacy
“It is estimated in any given year, over 21% of Physicians will move their primary office or practice. With this type of mobility among your target audience, you need to find the most efficient way possible to stay in touch. They don’t send us “change of address cards”, we have to be proactive in finding this new information.”

Gregg Thomson
SR Director, Salelytics

To find out how Salelytics can help you improve your sales, call: 888.999.9833 or visit salelytics.com
USING CRM-INTEGRATED SALES INTELLIGENCE TO ENABLE BETTER RESULTS
Knowing what you don’t know is one form of actionable intelligence. But if you don’t have a smart way to get the information you need, you’ll wish you’d never known it at all.

This is a story of just such a situation for one of our Big Pharma Outbound Telesampling (OTS) clients who knew they had a problem with bad phone numbers, but they didn’t have an efficient way to correct them. Bad phone numbers on a program whose sole channel is the phone?

Bad phone numbers to the tune of 6.8% of all targets every month? The bad ones came with the good ones, across on the client target list. We corrected them when we could, but they just kept coming.

Sometimes we knew the phone numbers were bad because they’d been bad before. And we were smart enough to build a process to scrub the new list against the old lists and inject the corrected numbers where and when we had them. Unfortunately, we didn’t have an efficient way to correct the new bad numbers or the ones we had never been able to correct before.

We could suppress them, but we knew some would convert, and that meant big money to our client and good results for us. So we suppressed them judiciously. We could work with the client and send them a list of chronically bad numbers in hopes the client had better sales intel. However, many times it is a challenge to keep this data accurate and up to date.

Then, we had a team of reps spend significant time per month, away from the phones, away from selling, mining the world wide web for alternate numbers to attempt. The process was less than ideal.

Enter the Healthcare Data Warehouse (HCDW) and the list of 900,000 physicians, complete with contact information (including phone numbers) which Salelytics began leveraging. It’s expansive, with data on virtually every care point, affiliation, group, practice, and physician down to the procedure, and get’s refreshed monthly.

At the beginning of the October campaign, we took a list of 2,451 bad numbers and mined the HCDW for hits on alternate phone numbers. The hit rate was 45.4%. We delivered 1,113 new numbers and loaded them into Salelytics CRM so reps wouldn’t have to spend time searching.

At the end of the campaign, we analyzed our experiment. The percentage of new numbers we dialed and made contact with was 78.4% or 872 contacted accounts. The conversion percentage on the 1,113 new numbers was 41.1%, or 358 SRFs sent.

Time not spent searching and re-directed to selling amounted to a 0.79% efficiency gain and a 0.69% gain in efficacy. Because of scale, the annualized value in efficacy meant $0.46M incremental revenue for the company.

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