Case Study: Pharmaceutical

Case Study

By utilizing the GoalQuest® rules structure, this pharmaceutical company realized a 28.7% lift in scripts.

Results

  • 99% of the sales reps selected a personal goal.
  • 85.1% of the field sales group and 100% of the call center group exceeded their baselines (prior run rate).
  • 74% of field sales reps and 95% of call center reps achieved their goals.
  • Total sales lift in scripts was 28.7% exceeding the initial estimate by 94%.
  • Incentive cost per incremental script was $1.66.

This pharmaceutical company sales force has distinct roles. Field salespeople call on physicians and clinics and in-house outbound call center representatives contact pharmacies and remote clinic locations. These diverse job types required a customized incentive structure

Issues

  • Increase scripts for three related drugs.
  • Engage the field sales managers to impact sales productivity.

Solution

  • The company provided baseline (individual run rate and sales quota) information to BI to build a GoalQuest® rules structure.
  • Sales reps were segmented into two groups based on their performance.
  • Challenge goals were set based on each sales rep’s individual sales run rate for the previous three months.
  • Awards were issued to those participants who achieved one of three tiered goals, and the “top producer” in each group earned bonus AwardperQs®, which appealed to a very competitive group of high-performing sales reps.