2 Critical Things that Reps Need from Their Biopharma CRM

A Biopharma CRM has many elements to make it successful for companies. However, the two most important things for the daily activities and the most used features and value addition to reps are: 1) How Should I Call On? 2)  What Should I Tell Them When I Call On Them?

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).

Who Should I Call On?

How it Should be Done? 

Biopharma reps require real-time, actionable insights rather than complicated analytics and dashboards. Target lists should be automatically pre-populated via advanced algorithms, taking into account various metrics such as prescription volumes, market share, and geolocation.

 

How Gridlex Does It?

Gridlex excels in this area with its advanced list-building capabilities that are integrated directly with analytics tools. The lists are not merely based on generic parameters like prescription volumes; they can be micro-targeted to specific categories. Examples include physicians in the 'Top Decile for Volume but Bottom Decile for Market Share' or 'Top Prescribers in a Specific Microgeography.' This capability is in line with Gridlex's previously outlined strengths in micro-targeting for list building as stated in their article, "10 Practical & Effective Ways to Micro-Target and Blend Analytics, Marketing & Sales in Your Biopharma CRM"

 

What Should I Tell Them When I Call On Them?

How it Should be Done?

Knowing who to call is only part of the equation; what to say during the interaction is equally crucial. A competent CRM should offer key talking points tailored to the prospect list. For instance, if a rep is targeting physicians who primarily prescribe a competitor's drug, the CRM should generate talking points that present your drug as a favorable alternative.

 

How Gridlex Does It?

Gridlex enhances this feature by not only providing organization-specific talking points but also incorporating a real-time coaching mechanism. The CRM has a checklist or a survey-like questionnaire that prompts the reps during the conversation, ensuring that specific talking points are covered. This real-time guidance functions as an in-the-moment training tool, keeping the rep's message in alignment with overarching marketing strategies.

 

How It Comes Together: 5 Scenarios

Target Call List:  Who Should I Call On?	What Should I Tell Them: Guided Talking Points
Physicians Affected by Specific Payer Dynamics	Did you clarify our drug's coverage under major insurance plans?
	Have you discussed how our drug fits into tiered copay structures?
	Did you ask for their experience with current payer coverage for similar treatments?
Physicians Who Primarily Prescribe Competitor Drugs	Did you highlight our drug's safety profile?
	Have you discussed comparative effectiveness?
	Did you ask for their feedback on competitor products?
Independent Physicians with Flexibility in Drug Selection	Did you emphasize our drug's innovative mechanism?
	Have you discussed ease of administration?
	Did you offer samples for them to evaluate?
Physicians Engaged with Marketing Content	Did you reference recent studies that may interest them?
	Have you invited them to an upcoming webinar?
	Did you discuss new formulary changes supporting our drug?

 

Integrating Analytics, Marketing, and Sales

The utility of Gridlex’s CRM goes beyond mere data storage, acting as a comprehensive tool for operational efficiency. Its capabilities align perfectly with the biopharma industry's needs for a harmonious blend of analytics, marketing, and sales.