LEO Pharma Commercial Excellence EU+

Transcription

1 LEO Pharma Commercial Excellence EU+ Geomarketing Praxistag Health 12. März 2018 Karsten Schmidt, Director Commercial Excellence, LEO Pharma March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 1

2 AGENDA A short introduction of LEO Pharma mission, pipeline, organization How do we run territory alignments in EU+ and why are they important? What are helpful features of RegioGraph for alignment work? March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 2

3 Our mission March12, 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 3

4 For decades, LEO Pharma was a very diversified business But as a part of our growth journey, we sharpened our focus on dermatology. March12, 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 4 4

5 We are fully owned by a foundation a unique opportunity to put patients first We are first and foremost accountable to patients. Even when there is no immediate commercial gain, we strive to meet patients` needs in the belief that business will follow in the long term All profit is reinvested in LEO Pharma. LEO Pharma LEO Foundation We commit to long-term innovation. We have the freedom to operate independently of outside capital. LEO affiliates March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 5

6 We go beyond pharmaceutical products to help people with skin diseases QualityCare is our digital door to innovative experiences that brighten Jessica s day as she deals with her condition. March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 6 6

7 LEO Pharma s pipeline reflects our long-term focus on R&D and our goal to help people achieve healthy skin 14% of our turnover is invested in R&D* In the past 10 years, we have initiated more than 100 clinical trials We have 750 dedicated employees working in R&D We are expanding our internal innovation and external partnerships to bring life-changing medicines to people with skin conditions We explore opportunities to make treatment easier for patients through innovations within medical device technologies and digital solutions and services * Pharma.COM/LEO%20Pharma%20Annual%20Report% pdf March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 7 7

8 Today, we are a global organization helping people achieve healthy skin Our products are marketed in more than 100 countries worldwide and we are around 5,000 dedicated LEO employees operating across 61 countries March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 8

9 We have created a global setup in order to move closer to the many patients Region EUROPE+ Region US Region INTERNATIONAL Countries where our solutions are not available March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 9

10 Our four clusters EUROPE+ France, Canada, BeNeLux France, Canada, Belgium, the Netherlands Europe North & AU/NZ UK, Denmark, Ireland, Finland, Norway, Sweden, Australia, New Zealand Europe South Spain, Portugal, Italy, Greece Central & Eastern Europe Germany, Switzerland, Austria, Czech Rep., Hungary, Romania, Slovakia, Poland Thrombosis Global Business Unit Global Strategy & Portfolio Management (GSPM) Thrombosis France, Canada, BeNeLux Rest of World (RoW) March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 10

11 Setup Analytics Team across EU+ Support the clusters in territory alignments (TA) Analyst 1 TA projects for Cluster South Training support PromoMats Analyst 3 TA projects for Cluster CEE Reporting/analytics support Analyst 2 TA projects for Cluster North Veeva Implementation support 1:1 Analyst 4 TA projects for Cluster France Canada Benelux Implementation support 1:many Each analyst took the RegioGraph training course and is very skilled in conducting alignments. Concentrating the alignment support in a Romanian Center of Excellence is highly cost effective. March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 11

12 Why are territory alignments important? Identify uncovered areas with high potential & re-evaluate validity of white space areas Balance market potential and workload distribution between territories to avoid overcalling on low potential customers in low potential areas avoid undercalling in high potential areas Potential of uncovered territory Unbalanced Accounts Distribution per Territories March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 12

13 Before & After Scenarios Optimize territories balancing market potential & workload Current territory structure New scenario with improved territory design keeping sales reps locations & the same field force size March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 13

14 Before & After Scenarios Optimize territories balancing market potential & workload New scenario with improved territory design March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 14

15 TA work across EU+ is expanding Status of alignment projects: initiated on-going delivered Some bigger EU+ markets are still using external consultants for alignment work or have different alignment tools. Accordingly, there is further synergy potential. March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 15

16 Before & After: Scenario variations Different frequencies Brick to territories adjustments Different sales rep locations March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 16

17 Sharing the scenarios via the HTML viewer Usefulness of sharing the maps with local sales teams: Maps will be used by Line of Business to discuss different scenarios Off-line access to scenarios for non-regiograph users with zoom-in functionality Configure HTML viewer with access rights differentiated by stakeholders groups Mouse-over map and relevant KPIs (sales, market share, no. of HCPs, no. of planned calls by territory) on the fly March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 17

18 Usual timelines from project start to execution 2 weeks 1 month 1 week 2 weeks 1 week quarterly / yearly Data preparation Data mapping Run scenarios Decide on outcome and implementation Track execution Internal / external sources Current territory structure and changes forseen in the near future account addresses Historical call activity and types of activities Actual Plan of Action to understand planned reach and frequency to different customer segments Mapping of geographical areas (e.g. postal codes) to bricks (in-market sales data provider) Mapping home addresses of sales representatives to understand their location within current territory setup Adding sub-national sales data of market potential and LEO sales at brick level Alignment process: Balance territories by workload market potential, area apply different weighting factors Customer disruption minimized Sales rep location taken into consideration for ensuring efficient routing and distance coverage Presenting scenarios to the business Deciding on the final scenario to implement Supporting Plan of Action implementation based on the final results Run analysis to track execution of the Plan of Action Run call freq. distribution analysis Measure sales impact after territory alignment March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 18

19 RegioGraph Optimization Engine vs. manual adjustments Utilize RegioGraph engine to automatically optimize territories considering different weighting factors for each criterion Manually reassign bricks to territories in close collaboration with local sales management March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 19

20 Special RegioGraph Features Helpful for TA Work Lock certain territories during the optimization exercise Generate ideal locations for sales force representatives Link table data Calculate table columns: area very useful, math formula Possibility of choosing several optimization criteria and selecting level of tolerance Automatic data roll-up at territory level March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 20

21 Planning Multichannel activities for remote areas Easily identify inaccessible HCPs and plan remote interactions Rep 2 Rep 1 March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 21

22 Advantage of having up-to-date map materials Subscription model with yearly map updates for building brick layers Benefits Exact match - no corrections needed during the mapping process Time-saving Accurate results Flexibility to roll-out different scenarios Risks Difficulties to correlate location info. from an external DB and RegioGraph the mapping leads to approximations which could affect the result Not having up-to-date maps may lead to workarounds which will limit the analysis March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 22

23 Thank you! March 12, 2018 Commercial Excellence Karsten Schmidt, LEO Pharma 23