In today’s pharmaceutical market, the sales force has become the largest component of sales and marketing budgets. At the same time, physician access has decreased so sales representatives have less time to deliver a product’s value proposition.
As a result, a leading pharmaceutical company wanted to ensure that physicians were “connecting” with the main messages delivered by its sales force. They also wanted to understand the messaging impacted brand positioning, and how easily it was recalled after a sales call.
In addition to measuring message recall, the company was interested in a related sales metric: sales force effectiveness, which determines the elements of a sales presentation that have the most impact on prescribing habits.
For this company, the question was two-fold:
Armed with a list of the sales force’s schedule, Answers & Insights leveraged its in-house call center to contact physicians within 48 hours of the sales call. The richest and most helpful data is usually captured when a survey is conducted close to the time of a sales visit, rather than 30 days out, which is the standard for most healthcare market research firms.
Answers & Insights gathered information on both message recall and sales force effectiveness during a single call, eliminating the need to reach out to physicians a second time—saving both time and money. Participating physicians were compensated for their time since the phone survey took approximately 20 minutes.
Sales Force Effectiveness
By combing research for message recall and sales force effectiveness, Answers & Insights saved the pharmaceutical company money, used the doctors’ time more effectively, and provided information on both of these metrics in a timely manner. Armed with the results, the company was able to determine the relevancy of brand messaging as well as its sales force’s effectiveness.
Last, Answers & Insights designed the phone survey so that they could gather information on the type of messages being delivered by the competition, which was helpful in understanding what physicians were being exposed to and what was going to be most effective in product differentiation.