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Siebel Analytics Pharmaceuticals Business Scenario

This scenario is an example of a process flow performed by a pharmaceutical organization to analyze sales, analyze call activities, define new targets to meet objectives, and measure results. Your organization may have a different process flow.

Sales Executives

Pharmaceutical sales executives use ePharma Analytics to assess the health of their sales organization. The Pharma Sales Executive dashboard provides an assessment of call activity effectiveness, sales effectiveness, profit and loss (P&L) of call activities and return on investment (ROI) of medical education events.

Sales Manager

Sales managers use Siebel ePharma Analytics to measure, monitor, and optimize sales effectiveness. The sales management team needs to examine and understand the effect of call activities on the prescription habits of targeted physicians. They want to examine sales and prescription results by sales representative, contact segment, time period, sales force, and product.

A sales manager uses Siebel ePharma Analytics to measure the effectiveness of the sales team. For each sales representative, the manager examines targeting efforts, call frequency, call reach, and achievement toward sales objectives and targets.

After assessing weak sales territories, the manager decides to coach the under-performing sales representatives. The goal of the coaching is to help them identify high-potential under-penetrated areas and contacts on which to focus future call activities.

Finally, the manager uses the Call Activity Profit and Loss dashboard to see profit and loss resulting from call activities. The manager can then take action as needed.

Sales Operations/Market Research Analyst

The sales operations analyst needs to integrate data from external syndicated data sources with Siebel applications data to create reports on call activity effectiveness. The organization has purchased large amounts of syndicated data from a third party that collects and integrates sales and prescription transactions from pharmacies, pharmacy benefit managers, and drug wholesalers. The analyst uses Siebel ePharma Analytics, which contains extraction and integration routines for syndicated information, to examine the third-party data.

Sales Representatives

Pharmaceutical sales representatives use ePharma Analytics within the product detailing process. On a weekly basis, sales representatives use the Pharma Sales Representative dashboard to review sales objectives and quotas, analyze physician targets, and analyze sales, scripts, and call activity. They use this information to develop plans for meeting sales objectives, such as creating target lists and messaging, planning routes, scheduling calls, and visiting physicians.

The sales representatives uses ePharma Analytics to examine and understand physician profiles, review the latest physician Rx (prescription) rankings, review call frequency targets, and plan and schedule the week's calls.


 Siebel Analytics User Guide 
 Published: 18 April 2003