SYSTEM AND METHOD FOR ENHANCING PRODUCTIVITY OF SALES AND MARKETING OPERATIONS OF PHARMACEUTICAL COMPANIES

• US 20130006711A1
• Filed: 09/14/2011
• Published: 01/03/2013
• Est. Priority Date: 06/30/2011
• Status: Abandoned Application

• Current Assignee: Infosys Limited
• Original Assignee: Infosys Limited
• Inventors: BISWAS, Kamal, Rochan, S., RAJU, Sandeep
• Application Number:
  US13/232,225
• Publication Number:
  US 20130006711A1
• Time in Patent Office: Days
• US Class Current: 705/7.33
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system and method for enhancing productivity of sales and marketing operations of pharmaceutical companies is provided. The method includes collecting information pertaining to pharmaceutical sales and marketing operations from all available sources. The method further includes processing the collected information to identify a plurality of market segments, to determine performance of sales representatives, and to determine impact of sales and marketing efforts. Further, the method includes generating marketing content based on the processed information. Marketing content is generated based on feedback on previous sales and marketing materials, specific questions asked during sales interactions and new research on pharmaceutical medicines. Ultimately, pharmaceutical sales and marketing campaigns are generated based on the generated marketing content.

Claims

1. A system for implementing productivity enhancement of sales and marketing operations of a pharmaceutical organization, the system comprising:

an input module configured to collect data pertaining to the sales and marketing operations from one or more data sources;

a customer segmentation module configured to form one or more customer segments, wherein each customer segment comprises a plurality of individuals who are similar in specific ways relevant to marketing such as age, gender, medical history, profiles and patient compliance;

a processing module configured to receive segmentation information from the customer segmentation module and further configured to process the information for evaluating performance of sales and marketing operations of the pharmaceutical organization;

a marketing decision and content management module configured to generate marketing content for one or more market segments and to modify existing marketing content for driving sales and marketing operations of the organization; and

a campaign management module configured to generate and deploy the campaigns, and track the impact of campaigns.

2. The system of claim 1, wherein the one or more data sources comprises web-based information channels, call centers, meetings and convocations, third-party information sources of syndicated data and face-to face interactive sessions with physicians.

3. The system of claim 2, wherein the web-based information channels comprises one or more websites such as company websites, hospital websites, product and disease websites, online social and professional networks related to pharmaceutical products, pharmaceutical questionnaires and surveys, and web conferences.

4. The system of claim 3, wherein one or more application programming interfaces are used to extract information from the one or more websites comprising information related to pharmaceutical products and services.

5. The system of claim 2, wherein call centers comprise customer contact centers for obtaining feedback from physicians related to pharmaceutical drugs and other medicinal products.

6. The system of claim 2, wherein third-party information sources of syndicated data comprises external vendors or agencies providing syndicated pharmaceutical market research information, market segmentation information and marketing materials.

7. The system of claim 2, wherein data collected during interactive sessions comprises details relating to presented product content, content viewing times, physicians'"'"' feedback on content, order in which various sections of the product content is viewed and any additional information associated with the product which is sought by a physician.

8. The system of claim 1, wherein the input module is configured to receive data pertaining to the sales and marketing operations from one or more elements, the one or more elements comprising:

a web repository configured to receive and store information collected by web-based information channels;

a call feedback repository configured to receive and store information regarding usage and efficacy of pharmaceutical drugs obtained as feedback from physicians through direct calling or face-to-face meetings; and

an external information repository configured to receive and store information from third-party information sources such as market research firms and research organizations.

9. The system of claim 1 further comprising:

a marketing operational data store configured to integrate data from the one or more data sources, to perform predetermined operations on the integrated data and forward the integrated data to a data warehouse, wherein the predetermined operations comprises analyzing the data, resolving redundancy in data, and checking against predetermined business rules for data integrity; and

a marketing data warehouse configured to receive the integrated data from the marketing operational data store and further configured to identify historical trends in aggregated data, individual physician records, and interactions with individual sales representatives.

10. The system of claim 1 further comprising:

a marketing planning module configured to implement software workflows for facilitating the generation of marketing content, wherein the software workflows are utilized by the marketing decision and content management module for generating and modifying marketing content; and

a marketing content repository configured to store generated content for customer segments, wherein the stored content comprises historical data related to sales and marketing materials, further wherein the marketing decision and content management module is configured to generate segment-specific content based on legacy data stored in the repository.

11. A method for implementing productivity enhancement of sales and marketing operations of a pharmaceutical organization, the method comprising:

collecting information pertaining to sales and marketing operations from one or more data sources, wherein the information is collected from a plurality of information channels;

processing the collected information to identify one or more market segments;

determining performance of sales and marketing operations for the one or more market segments;

generating marketing content based on the determined performance of sales and marketing operations; and

generating sales and marketing campaigns based on the generated content.

12. The method of claim 11 further comprising deploying the generated sales and marketing campaigns.

13. The method of claim 11, wherein the plurality of information channels are web-based information channels, call centers, meetings and convocations, and third-party information sources of syndicated data.

14. The method of claim 11, wherein performance of the sales and marketing operations is determined by establishing segment-wise performance of sales representatives.

15. The method of claim 11, wherein the performance of sales and marketing operations is determined by studying change in prescribing habits of pharmaceutical drugs in specific market segments.