Strategic Marketing Consulting

ROI Evaluation of Calls

Healthcare companies are served by a large amount of data coming from many different sources to support their decision making process.

These data represent a major strategic investment, critical in terms of competitive advantage.

The real challenge is to properly process and integrate those data, generating relevant information, exploring all potential of the data.

There are millions of data regarding prescriptions, physicians, demand, horizontal distribution, internal sales, field force, geographic coverage...

We developed a innovative analytical model that, through correlation evaluation between prescription and demand data, allows us to calculate the ROI of the calls to physicians of different prescriptive potential, and then:

• Evaluate the accuracy of the current promotional panel, evaluating physicians nationwide, with a higher granularity.
• Identify physicians that are not being visited and that have potential.
• Simulate new scenarios with different promotional panel compositions, testing different assumptions, e.g. call frequency and the expected productivity from each different group of physicians.
• Enhance field Force Effectiveness through a wider interpretation of the available data