Innovation Guides
Precision Targeting with
Integrated Territory Feedback
Learn how Integrated Territory Feedback helps biopharma companies capture reps' knowledge and experience to create more accurate targeting plans, preventing alignment discrepancies.
Reps’ knowledge and experience are key to sharpening the commercial strategy and improving data accuracy, leading to a more precise targeting plan. However, they aren’t always captured in the CRM.
Biopharma companies invest considerable time and effort preparing plans for upcoming sales cycles. Integrated Territory Feedback allows field teams to add their knowledge to the targeting plan before the beginning of the sales cycle to prevent alignment discrepancies (e.g., having retired healthcarprofessionals in the target list).
A Powerful Target Planning Process with Integrated Territory Feedback
By incorporating reps insights on HCPs into the field plan, biopharmas can:
- Accelerate sales alignment: A data-driven and automated field planning process speeds sales alignment up to 65%.
- Ensure plan accuracy: HCP insights keep the plan current and relevant to market needs.
- Increase reps’ buy-in and trust: When reps’ experience and knowledge are valued, they are more likely to endorse the plan.
Integrated Territory Feedback in Action
Integrated Territory Feedback makes targeting plans more granular in just a few clicks, all in one app. It is included in Align and natively integrated with CRM.
The Balance Between Global vs. Local Needs
Harmonized targeting plans globally help streamline operations but cannot properly address the specific requirements of individual markets. Conversely, local plans ensure a tailored approach, but managing numerous variations can become cumbersome.
Integrated Territory Feedback helps you tailor the level of harmonization your company needs to support its business goals. Here are some possibilities:
- Harmonizing markets globally
- Harmonizing markets globally while allowing local flexibility
- Empowering local markets while maintaining global harmonization
- Empowering local markets
1. Harmonizing markets globally
All reps have the same experience. They see the same fields displayed, metrics, and product mix. They also follow the same approval process (e.g., requiring district manager approval).
2. Harmonizing markets globally while allowing local flexibility
In a balanced approach, a shared set of settings is used so companies retain the fields and columns displayed to reps and the metrics they see.
This approach gives local markets (e.g., US and Canada) flexibility to manage their cycle dates, products, channels, and approval processes.
3. Empowering local markets while maintaining global harmonization
Organizations can have field-force-specific settings instead of global ones for a more granular approach.
4. Empowering local markets
Biopharmas that want to tailor their targeting plans to local needs can use independent country and field force set-up.
This approach gives local markets (e.g., US and Canada) flexibility to manage their cycle dates, products, channels, and approval processes.
Guardrails to Get the Right Feedback
The Integrated Territory Feedback dashboard displays standard widgets to help users understand whether they adhere to the organization’s guidelines.
Examples of common needs:
- “Have between 150 and 170 targets.”
- “Do not have more than 2,000 HCPs assigned.”
- “Have at least 100 face-to-face interactions for Cholecap.”
MyInsights can be embedded within the feedback dashboard for more bespoken needs and help adhere to complex guidelines, for example:
- “Have at least 750 segment-A cardiologists assigned.”
- “60% of targets must be Cholecap segment-A with a face-to-face goal of between five and eight.”
Rejecting and approving challenges automatically
Align’s automated approval and rejection rules ensure quality and speed in the feedback process. They save managers time by reducing the feedback they need to review.
Features That Reduce Preparation Time
Biopharma companies can leverage the current sales cycle as a starting point for the following sales cycle preparation, saving time through one of the following options available in Align:
- Import into model: model settings, approval process, and autoapprove/reject rules can persist from cycle to cycle.
- Cycle cloning: includes cycle details, channels, products, and targeting rules.
- Feedback cloning: enables feedback to persist from cycle to cycle so that reps don’t need to re-enter it.
Veeva Best Practices to Implement Change
Here are Veeva’s top tips to achieve successful adoption after enabling Integrated Territory Feedback:
- Focus on value: Explain to your stakeholders what Integrated Territory Feedback offers, including increased productivity, fewer administrative workloads, and reduced time off from territory.
- Gain senior leader buy-in: Identify leaders who could act as ambassadors to promote the feature internally.
- Start small: Understand and test the process with one field team, then roll it out broadly. Start with a medium-sized commercial field force and work closely with the country sales force effectiveness lead to identify core business requirements.
- Get the timing right: The enablement of Integrated Territory Feedback needs to be tied up to the beginning of the following sales cycle to ensure that field teams have enough time for training.
Top Benefits of Integrated Territory Feedback
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CASE STUDIES
- CSL Behring Decreases Field Planning Time by Up to 50%
- GSK Speeds Sales Alignments by 65% with Productive Feedback
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