Case Study

Using its “Build, Operate, & Transfer” model, Alliance Consulting, designed, implemented its Hosted Sales and Marketing BI Platform for this emerging Biotechnology company during the launch of a new product. The platform provided rapid time to deployment and managed customer and transaction data from over 10 sources and provided weekly and monthly sales data processing, HCP and organization cross-referencing using MasterMATCH, generation and distribution of integrated standard reports, and web-based, ad-hoc reporting capabilities using the Cognos 8.x product suite

Driving profitability and competitive advantage in the pharmaceutical sales model requires effective integration of multiple sources of data. Large established pharmaceutical companies have successfully optimized their information assets into a competitive advantage through the development of integrated architectures that consolidate multiple sources of data and create meaningful insights for business users. Small and mid-sized organizations face the same challenges, yet typically have less infrastructure and analytic capability. For these organizations, especially those that are launching new products or expanding their market through new indications, the visibility of key cause and effect relationships within the sales and marketing model is critical to effectively executing strategy and investing in the programs and activities that expedite brand adoption.

Alliance’s hosted sales and marketing information architecture is designed to expand incrementally with the increasing complexities, volumes and integration requirements of growing organizations.  Our proprietary technology supports the core functions within sales operations, evolving to provide causality analysis as more data sources are integrated, including formulary influence, managed care pull through, detail and message value, and campaign effectiveness.

Our framework harnesses the following information assets to create sales and marketing reports, executive dashboards and scorecards:

  • Sales Performance and Activity Data – Master Data For Products, Alignments, Retail Sales, Non-Retail Sales, Specialty, Competitors, Co-Promotions, SFA and CRM
  • Customer Profile Data (leveraging MasterMATCH) – Physicians, Practices, Key Opinion Leaders, Speakers, Hospitals, Payers, Group Purchasing Organizations and Government
  • Contracts Data – Government, Managed Care, Commercial and Membership
  • Marketing  and Promotions Data – Brand Web Sites, Phase 4 Studies, Continuing Medical Education, E-Detailing, Patient Communities and Call Centers, Advertising, Symposia, Meetings, Events and Speaker Management
  • Finance Data – Shipments, Budgets, Compensation, Revenue and Expenditures

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