Date post: | 27-May-2015 |
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Driving Performance Through Effective Territory Management:
How I will win VPC in 2008 Bill Steffes
I. Territory Overview
• Map• Key Cardiology Groups• Top Hospitals (teaching and
community based)• Managed Care Players - % of
Business (opportunities)• Managed Care Players – Access
(opportunities)
Territory Overview: Map
1 in = 29.1 mi
Territory name
PAa2 - Champaign, IL
Territory Overview: Top Groups
• Heartland in Joliet – 1494
• Heartcare in Mokena – 909
• Dr. Haryani in Kankakee – 475
• Well Group in Olympia Fields – 448
• Mid-American Cardiovascular Consultants in Olympia Fields – 298
* Based on R2 report of NRX for 12 weeks ending August 2007
Territory Overview:12 month report of Heartland in Joliet (19 doctors)
Territory Overview: Weekly NRX report of Heartland in Joliet (19 + doctors)
Territory Overview: 12 month report of Heart Care in Mokena (12 + doctors)
Territory Overview: Weekly report of Heart Care in Mokena (12 + doctors)
Territory Overview: Top Hospitals
Hospitals
HospitalInstitution
TypeAddress City State Zip
Total Pfizer Sales
Total Potential
ST JAMES HOSP & HLTH CTR IHOS
20201 CRAWFORD AVE OLYMPIA FIELDS IL 60461 $686,354.54 $3,695,349.50
PROVENA ST JOSEPH MED CTR IHOS 333 N MADISON ST JOLIET IL 60435 $409,332.77 $2,629,516.35
PROVENA COVENANT MED CTR IHOS 1400 W PARK AVE URBANA IL 61801 $161,218.77 $1,337,686.63
SARAH BUSH LINCOLN HLTHCR IHOS
1000 HEALTH CENTER DR MATTOON IL 61938 $114,070.29 $1,228,478.48
CARLE FOUNDATION HOSPITAL IHOS 611 W PARK ST* URBANA IL 61801 $29,475.56 $213,231.15
Territory Overview: M2 report showing % of TRX of Lipid lowering business (district)
What is the percentage?
United 1.4%
Medicaid 3.8%
Health Alliance 3.8%
Cash 5.8%
Caremark 6.6%
BC/BS 11%
Medicare 26.1%
Territory Overview: Managed Care Players What’s the Access?
Caduet Lipitor
BC/BS of IL 3rd 3rd
United 3rd 2nd
Caremark 2nd 2nd
Health Alliance 3rd 3rd
Medicare On $3-$5 for dual eligible
On $3-$5 for dual eligible
Medicaid Covered Covered
II. Regional GAR Rank
02468
1012141618
April
May
June
July
August
Septe
mbe
r
GAR rank
III. Lipitor
• Performance Sales Vs Quota (Report Viewer)
• Where we’ve been and are (Sherlock)
• SWOT Analysis to get VPC (SAS Tools and R2)
• Hospital Sales (Institution Analyzer)
Lipitor Performance 24 in Region
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
April May June July Aug Sept
Months
Do
lla
rs
sales quota
Lipitor 12 month trend from Sherlock vs. competition
Lipitor trend for last five weeks from Sherlock vs. competition
Lipitor Top Zips NRX as of 11/16 from Sherlock
0
20
40
60
80
100
120
140
160
60435 60461 61801 60901 60411
Lipitor
Vytorin
Crestor
Simva.
Lipitor Strengths
• Core message with “Only Lipitor”• New CHF data for cardiologists• Local speakers developed (2 per LAT) • Good access on managed care• Good access to key MVP doctors• Attending support in teaching hospital • Good access within teaching institutions• Cardiology fellowship program
Lipitor Weaknesses
• Pressure from Managed Care to make simvastatin switches
• Some doctors do not see Lipitor as better in the class
Lipitor Opportunities for implementation
• Use local speakers for roundtable programs to drive 80mg usage in top zips 60461, 60435, 61801, 60901 (Dr. Drinan, Dr. Haryani, Dr. Mokraoui, Dr. Kamin)
• Have deeper dialogs with new data to uncover hidden objections (why not 80mg?)
• Cardiology Group Practice Program for Heart Care and Midwest Cardiology Institute
• Leverage relationship with RMRS Ellen McMahan to set up meetings with MVP doctors.
• Cardiology Grand Rounds at St. James Hospital with Dr. Bernstein to drive the 80 mg message (SPARCL investigator)
• Speaker tour with Dr. Alberts from Northwestern • Dominate the Medicare business by incorporating into sales calls• Drive hospital business with residents, fellows, and attendings at St. James
and where Lipitor is available in house• Increase call frequency on MVP doctors• Pull through sales with Caremark by incorporating into presentations• Use Co-Pay cards to off set the 3rd teir status of Lipitor in Key BC/BS offices
Lipitor Threats
• Managed care moving Lipitor to third tier
• Competition spinning data to make it sound better than it really is
• MVP doctors speaking for other companies
St. James Hospital Lipitor Institution Analyzer Sales Data
• Previous 12 Months • Current 12 Months
St. James Olympia Fields Sept. SCDR (#2 Zip #1 Hospital)
Month 3 Month YTD
Hospital Outflow
$47,253
.6%
$153,195
0%
$313,771
.9%
Direct $6,193
.2%
$18,043
20.6%
$39,377
13.4%
RPD $13,310
24.4%
$43,050
35.4%
$81,765
22.4%
IV Caduet
• Performance Sales Vs Quota (Report Viewer)
• Where we’ve been and are (Sherlock)
• SWOT Analysis to get VPC (SAS Tools and R2)
• Hospital Sales (Institution Analyzer)
Caduet Performance 3rd in Region
0
50,000
100,000
150,000
200,000
250,000
300,000
April May June July Aug Sept
Months
Do
llars
sales quota
Caduet TRX 12 month trend from Sherlock with amlodipine
Caduet NRX trend for last five weeks from Sherlock vs.
amlodipine
Caduet Top Zips NRX as of 11/16 from Sherlock
0
20
40
60
80
100
120
60461 60462 60901 60435 60429
Caduet
Amlodipine
Caduet Strengths
• High writers respond to starters
• High writers have responded to greater call frequency
• ASCOT data support adding the statin to go beyond blood pressure to reduce events
• CARPE-P proves adherence advantage
• Fewer pills and one less co-pay
Caduet Weaknesses
• Some doctors do not like combo therapy to cover two disease states
• No outcomes data for Caduet
• Name recognition and retention
• Perception of poor managed care coverage
Caduet Opportunities for implementation
• Cash in on hospital outflow (patients on amlodipine and mild dyslipidemic)
• DMT programs
• Lots of amlodipine business
• Speaker development
• Increase call frequency on Caduet MVPs
• Leave more Caduet starters with MVPs
Caduet Threats
• More competition for the amlodipine business
• Some influential doctors do not support the concept
St. James Hospital Caduet Institution Analyzer Sales Data
• Previous 12 months • Current 12 months
Caduet Hospital Sales St. James Olympia Fields #1 Zip
Month 3 Month Rolling
Year to Date
RPD $2,053
148.5%
$7,019
195.9%
$13,452
133.5%
Direct $356
292.3%
$972
21.2%
$2,170
64.1%
Hospital Outflow
$6,591
81.7%
$19,755
66%
$38,432
76.6%
V 10025065 Goals
• Upward movement on GAR to win VPC
• Maintain and grow Caduet trend to finish in the top 5 in region
• Reverse Lipitor trend by implementing opportunities and finish top three in region
VI Best TSR Practices to accomplish Goals
• Utilization of RMRS to bring value to MVPs
• Targeted speaker programs
• Coaching and feedback to developed speakers
• Relationship building to uncover objections
• Master clinical and technical knowledge
• Incorporate Medicare message and close
• Sell vs the competition