2 Reasons Analytics Doesn't Make it to Biopharma Sales Reps

Despite significant investments in developing powerful analytics capabilities aimed at driving sales and improving decision-making, a surprising disconnect exists when it comes to delivering these insights to the front lines. Biopharma sales reps, the individuals most in need of actionable data, often find themselves without the critical analytics that could make their daily tasks more effective.

These articles are part of the Gridlex Weekly Newsletter focused on Biopharma technology, analytics, and operational topics. Please email gridlexnewsletter@gridlex21.com to join this newsletter and receive updates (not more than once per week).

UX is Not Optimized for Actionable Insights

Sales reps in the biopharma sector are overwhelmed by the analytics presented in the form of complex dashboards or raw data. What they need is straightforward information: who to call and what to say during the call. The importance of delivering this can't be overstated, given the time-sensitive and competitive nature of the biopharma industry. Gridlex's Biopharma CRM has tackled this issue head-on by optimizing the user experience to deliver action-ready lists and paired talking points. This enables reps to quickly identify their next action items without sifting through irrelevant data, making the analytics not just present but actionable.

 

Here are target list ideas that are analytically driven but easily available for reps in Gridlex’s CRM:

 

Target List Ideas for Physician-Focused Reps:

• High-Engagement Physicians: List of physicians who have frequently engaged with past email campaigns focused on safety protocols.
   

• Newly Licensed Physicians: A list that identifies physicians who have recently received their medical licenses and may be open to new biopharma solutions.
   

• Payer-Preference Physicians: Physicians who predominantly work with specific insurance providers that favor your product.
   

• High-Prescribing Physicians for Competing Drugs: Physicians who frequently prescribe competitor drugs but may be open to your alternative solutions.
   

• Risk-Averse Physicians: Physicians who have shown a preference for treatments with minimal side effects, to be targeted with products emphasizing safety.

 

Target List Ideas for Hospital-Focused Reps:

• High-Volume Hospitals: Hospitals that have a high volume of relevant cases that your product addresses.
   

• Emerging Care Centers: Newly opened or expanded hospitals that may be in the market for new pharmaceutical solutions.
   

• Cost-Sensitive Hospitals: Hospitals that operate under strict budget constraints and are likely interested in cost-effective biopharma options.
   

• Technology-Adoptive Hospitals: Hospitals that have a track record of quickly adopting new medical technologies and practices.
   

• Specialized Units: Hospitals or units within hospitals that specialize in a medical area that your product serves.

 

Lack of an Extensible & Configurable Data Model Underlying the CRM System 

Often, CRMs are not built to adapt to changing requirements or newly identified needs that weren't considered during the initial implementation. In a field as dynamic and regulated as biopharma, this rigidity can result in a failure to capitalize on new opportunities or adapt to regulatory changes. 

 

Take, for example, a scenario where the marketing department initiates a new email marketing campaign. The analytics team promptly generates models indicating that Email Campaign 1, focused on safety, resonated significantly with Dr. Smith, while Email Campaign 2, addressing Copay coverage, had high engagement rates with Dr. Levine. How does this actionable intelligence get communicated effectively to the sales reps in the field?

 

In many instances, conventional CRMs are not equipped with the functionality to integrate this fresh analytical data seamlessly. As a result, these valuable insights remain confined to the home office, causing a disconnect between analytics and field operations.

Gridlex addresses this gap by offering a Biopharma CRM with an extensible and configurable data model (as detailed in the Extensible Data Model Section of the Biopharma CRM Selection Guide). This allows for the facile incorporation of new models, such as one dedicated to "Email Marketing Campaigns." Such flexibility enables a smooth transition of data pipelines from the analytical models straight into the CRM. This ensures that insights related to the campaigns are not just generated but are made actionable and accessible to sales reps.