Alembic Pharma, a leader in manufacturing and marketing Active Pharmaceutical Ingredients (API), struggled to manage and analyze sales data for their massive salesforce team. The sales team operated within a six-level hierarchy, starting with Medical Representatives (MRs) at the lowest level, followed by Area Managers, Regional Managers, Zonal Managers, National Sales Managers, and culminating with National Heads overseeing the entire operation.
They faced issues with accurately tracking medicine sales and sharing data across these different management levels.
Key issues included:
To address these challenges, we developed a custom app for Alembic Pharma’s salesforce, tailored to streamline reporting and data sharing. This app was designed to provide clear data separation, ensuring that each MR, area head, city head, state head and national head could only access data relevant to their assigned areas. For instance, an MR managing five medical stores in Mumbai would only see data for those stores, while the area head would have access to the larger area’s data.
The app also introduced a monthly target-tracking system for MRs. Each month, MRs received targets and could track their progress against their previous month’s performance, presented in an intuitive, graph-based or gamified format for easy month-on-month comparisons. This provided motivation and helped Alembic Pharma monitor progress efficiently.
We also developed a reward system application as an internal application to ensure fair performance evaluations across cities of different sizes. We achieved that by developing an algorithm within the app from scratch. This algorithm adjusted performance based on multiple factors, such as city size and the number of medical stores, to create equal opportunities for MRs across tier 1 and tier 3 cities. This allowed for a fair comparison and recognition of top performers.
These internal apps were designed thoughtfully to meet other needs. They tracked the performance of top MRs and predicted if doctors would prescribe certain medicines the next month. The tools were easy to use, so even MRs in remote locations could onboard without much training or help. This allowed Alembic Pharma to reward employees and plan sales strategies effectively.
The custom app transformed Alembic Pharma’s sales reporting and data tracking. By providing accurate, real-time data at every level of the sales hierarchy, Alembic Pharma improved both the efficiency of their operations and the accuracy of their sales data.
Within two months of implementing the app, Alembic Pharma witnessed a 73% improvement in the time taken to view and track performance data. They were able to better organize, track, and reward their salesforce based on real-time insights.
The impact of these solutions included:
Alembic Pharma now operates with greater efficiency, helping their salesforce achieve their targets and rewarding top performers fairly across all regions.
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