Using sophisticated modeling and analysis, Genpact helps pharma leader improve physician targeting,...
2
PROCESS • ANALYTICS • TECHNOLOGY Using sophisticated modeling and analysis, Genpact helps pharma leader improve physician targeting, optimize physician call plans, and generate US$27 million in incremental profit GENERATING LIFE SCIENCES IMPACT Case Study Client Industry Business need addressed Genpact solution Business impact Global pharmaceutical manufacturer Life sciences Smarter allocation of sales resources to target physicians with greater propensity to schedule sales calls, accept samples, and increase script volume Genpact developed models targeting specialists, PCPs, and other physicians to simulate expected Rx volume to optimize sampling initiatives and maximize profit The client reallocated samples to underserved segments (particularly in the specialist group) and expects to generate an additional US$27 million in profit. Aiming to optimize the use of samples when sales reps call on physicians, Genpact helped this pharmaceutical manufacturer create more sophisticated models to simulate script volumes and develop call plans that maximize profit. By devoting more resources to underserved segments, the company expects to generate incremental profit of US$27 million.
-
Upload
genpact-ltd -
Category
Economy & Finance
-
view
48 -
download
1
description
Traditional call plans for reps to deliver samples and detail new therapeutics are usually based on basic segmentations, geographic territories, and physician availability. The client wanted to create optimized call plans driven by more sophisticated analytics. However, before moving forward, the client wanted a clear forecast of incremental prescription activity and an understanding of plan alternatives
Transcript of Using sophisticated modeling and analysis, Genpact helps pharma leader improve physician targeting,...
PROCESS • ANALYTICS • TECHNOLOGY
Using sophisticated modeling and analysis, Genpact helps pharma leader improve physician targeting, optimize physician call plans, and generate US$27 million in incremental profit
GeneratinG LiFe SCienCeS impaCt
Case Study
Client
industry
Business need addressed
Genpact solution Business impactGlobal pharmaceutical manufacturer
Life sciences
Smarter allocation of sales resources to target physicians with greater propensity to schedule sales calls, accept samples, and increase script volume
Genpact developed models targeting specialists, PCPs, and other physicians to simulate expected Rx volume to optimize sampling initiatives and maximize profit
The client reallocated samples to underserved segments (particularly in the specialist group) and expects to generate an additional US$27 million in profit.
Aiming to optimize the use of samples when sales reps call on physicians, Genpact helped this pharmaceutical manufacturer create more sophisticated models to simulate script volumes and develop call plans that maximize profit. By devoting more resources to underserved segments, the company expects to generate incremental profit of US$27 million.
Business challenge • Traditional call plans for reps to deliver samples
and detail new therapeutics are usually based on basic segmentations, geographic territories, and physician availability
• The client wanted to create optimized call plans driven by more sophisticated analytics. However, before moving forward, the client wanted a clear forecast of incremental prescription activity and an understanding of plan alternatives
Genpact solution Genpact developed a series of sophisticated models to target specialists, primary care physicians, and other doctors. The models factored in such variables as previous receptivity to sampling/ detailing, managed-care constraints, and more. Using the model results, the client:
• Simulated expected script volume for varying levels of samples to identify distribution of samples across all doctors to maximize profit.
• Used business rules to determine the upper bounds of incremental samples vs. the call plan
Business impact Within and across call plan deciles, significant variation in a physician’s responsiveness to sampling was observed. The analysis found that the most significant gains could be achieved by shifting samples from “low sample response” segments of physicians to “high sample response” physicians who saw a decline in sample quantities. In particular, the “specialist physicians” segment was underfunded and sub-optimally supplied with samples. Increasing specialist samples by 8% annually is expected to increase incremental profit by 18%. The optimized plan is expected to generate US$27 million more profit than the non-optimized plan.
Genpact Limited (NYSE: G) is a global leader in transforming and running business processes and operations. We help clients become more competitive by making their enterprises more intelligent: more adaptive, innovative, globally effective and connected. Genpact stands for Generating Impact for hundreds of clients including over 100 of the Fortune Global 500. We offer an unbiased combination of smarter processes, analytics and technology through our 64,000+ employees in 24 countries, with key management based in New York City. Behind Genpact’s passion for process and operational excellence is the Lean and Six Sigma heritage of a former General Electric division that has served GE businesses for 15+ years. For more information, visit www.genpact.com. Follow Genpact on Twitter, Facebook and LinkedIn.
© 2014 Copyright Genpact. All Rights Reserved.
about Genpact For more information, contact:
www.genpact.com/home/industries/life-sciences
