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Case Studies > Boosting field IQ to increase sales

Boosting field IQ to increase sales

Technology Category
  • Analytics & Modeling - Data Mining
  • Analytics & Modeling - Predictive Analytics
  • Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
  • Healthcare & Hospitals
  • Pharmaceuticals
Applicable Functions
  • Business Operation
  • Sales & Marketing
Services
  • Data Science Services
  • System Integration
The Challenge
In the highly competitive pharmaceutical market, sales representatives need to go beyond traditional methods of calling on individual doctors and promoting their products. They must build relationships and become valued sources of information. A top 10 pharmaceutical company recognized the need to enhance field intelligence to gain better leverage in accessing physicians. They sought to understand how cancer patients are managed, the treatment decision process, key opinion leaders, and the influence of caregivers. The goal was to provide sales reps with a comprehensive understanding of the local landscape and key players in oncology care.
About The Customer
The customer is a top 10 pharmaceutical company focused on enhancing the effectiveness of their sales representatives in the oncology sector. They aim to provide their sales reps with valuable insights into the healthcare landscape to better target and engage with physicians and care teams. The company turned to LexisNexis Health Care to leverage its vast data resources for this purpose. By understanding the local management of cancer patients and the key players involved, the company aims to improve its sales strategies and build stronger relationships with healthcare providers. The pharmaceutical company is large, with over 1,000 employees, and operates on an enterprise-wide scale.
The Solution
The pharmaceutical company partnered with LexisNexis Health Care to gather and analyze data that would provide valuable insights into their prospective customers. LexisNexis used its extensive data resources to deliver information on how cancer patients are managed, the treatment decision process, key opinion leaders, and the influence of caregivers. This data allowed the sales reps to understand the local landscape and key players in oncology care. By identifying relationships between providers and care teams, the sales reps could better navigate the market and leverage this knowledge in their sales strategies. The data also helped identify physicians who served on multiple teams, allowing sales reps to focus their efforts on those handling the most patients and championing team-based care.
Operational Impact
  • The data provided by LexisNexis allowed sales reps to see connections between providers and care teams, enhancing their market navigation and sales strategies.
  • Sales reps could focus their efforts on physicians who served on multiple teams and handled the most patients, accelerating the sales process and extending their reach.
  • The data helped rapidly educate new sales reps or experienced reps taking on new territories, saving months of field work typically needed to piece together market knowledge.

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