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Sanofi pasteur turns to Adcheck Mobile for sales force effectiveness
12-03-06 21:16
Age: 2 yrs |
| BY: ANTHONY SELSICK |
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As escalating promotional costs reduce the return on investment from traditional detailing, the pharmaceutical sector is turning to sales support technologies to drive sales force effectiveness. sanofi pasteur the vaccines business of the sanofi-aventis Group, turned to local mobile solutions company Adcheck Mobile for a customised mobile application that would result in increased sales force effectiveness.
“The overall goal of the project was to enable the sharing of data and business processes among all sanofi pasteur employees, without having to make major changes to existing applications or data structures,” says Natalie Walters, business information manager, sanofi pasteur. “There was also a need for a system that could be maintained and managed by the representatives on a daily basis.”
Launched in October 2004 after an initial pilot phase in July 2004, Adcheck Mobile’s solution aimed to assist sanofi pateur to improve sales force effectiveness using mobile technology solutions.
“Adcheck Mobile was one of 10 solution providers approached. The initial list included four international suppliers and three local. The remaining vendors approached were unable to meet Pasteur’s requirements. Adcheck Mobile was selected due to its full circle approach to mobile solutions which incorporates the mobile sales representative and the base office, as well as its ability to provide a customised application", says Walters.
“Adcheck Mobile was one of 10 solution providers approached. The initial list included four international suppliers and three local. The remaining vendors approached were unable to meet Pasteur’s requirements. Adcheck Mobile was selected due to its full circle approach to mobile solutions which incorporates the mobile sales representative and the base office, as well as its ability to provide a customised application", says Walters.
“As a sales force expands to maintain share of voice in an increasingly competitive environment, customers limit the time spent with a sales representative. It is therefore understandable that maximising a sales force’s productivity is vital to the future success of pharmaceutical companies, and why there is a vital need for a mobile technology application such as Adcheck Mobile’s,” says Ian Hoffmann, chief operations officer, Adcheck Mobile.
Hoffmann says that Adcheck Mobile’s mandate was to ensure sanofi pasteur’s mobile application enhanced its competitive position, improved customer retention and loyalty; strengthened the sharing of information and encouraged effective communication. “In a nutshell sanofi pasteur’s moving towards becoming a more customer-centric organisation and Adcheck Mobile needed to not only support this objective but enable it through a customised mobile application,” says Hoffmann.
The result was a mobile solution that focused on providing a complete sales force effectiveness tool with built in customised reporting functions through one vendor. It also included a sanofi pasteur customised database and ensured there was no loss of data due to the use of an SD card as a storage mechanism. Synchronisation after every call delivered real time technology in the field and also protected the customer from further data loss. This synchronisation is done via GPRS or GSM in poor reception areas. Information on each PDA is up to date and controlled as errors are corrected throughout organisation via the mobile application and its backend.
By hosting the customisable mobile application on a PDA, Adcheck Mobile has enabled the sanofi pasteur sales consultants to access the data at any time. It empowers the sales consultant in the management of his or her own activity and enables real time data analysis and expense report automation. “It provides sales managers with a tool to motivate sales consultants. Creating purpose and synergies between the different functions within the organisation such as sales, marketing, medical, customer service and finance, from one centralised database,” says Hoffmann.
The customised database, which is accessible to all staff via its web based structure, enables office staff to communicate with the field force, enable product managers to change key selling marketing messages, store price information and updates using the website. “Once changes are made on the website a sales consultant can synchronise and the change is automatically reflected. National sales managers can track the sales consultants’ activities and appointments as well as keep records on customer interaction, which can be viewed on the web. Database management can also be viewed via the web.
“We are delighted with our new system,” says Walters. “Administration staff using the system reported an increase in proper tracking of sales representative queries; improved records of all responses sent to a field force; easier communication between office and field, quicker response times; less paperwork and improved communication. Sales managers have also been able to introduce a point system which tracks what sales consultants are doing on a daily basis.”
sanofi pasteur’s sales representatives benefit from a complete database that suits their needs specifically. Information is easily accessible and the device is easy to use. They are also able to track historical information and report that it is easier to communication to all office staff using red flags. “The reps now have documented correspondence and are able to easily manipulate the database. The information is always available and very easy to carry around,” comments Walters. “There is also dramatic time savings, which is a key advantage in any business.”
Ends
For further information contact:
Ian Hoffmann
Adcheck Mobile
(011) 856-4400
0826529922
ian@adcheck.co.za
About Adcheck Mobile:
South African market intelligence company Adcheck Mobile uses mobile technology as a real-time intelligence-gathering solution. Based on Adcheck Mobile's Territory Management System, Adcheck Mobile assists companies to support their sales and marketing territories productively and effectively. The Adcheck Mobile platform brings customers closer to their suppliers in real-time. It is customised to suite any company's requirements, providing a cost effective way to keep mobile workers productively engaged without wasting time on administrative tasks.
Links:
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| www.sanofipasteur.com |
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