Client Overview

One of the fastest-growing pharmaceutical companies, it develops and distributes over 600 products for healthcare professionals in India alone. The company has a team of over 109k employees globally that deal with a dynamic product diversity from diagnostics, medical devices, nutrition, therapies & branded generic medicines

Key Challenges

Poor Detailing Time for Focused Brands

In order to make meaningful interactions and provide adequate product information, reps needed to increase the detailing time with Health Care Professionals (HCPs).

Inadequate Prescriber Base

The low interaction rate was resulting in falling prescriber base for the MRs.

Low Prescription Generation

The Medical Reps (MRs) at the Pharmaceutical giant were struggling with detailing time and prescriber base for focused brands, leading to low prescription generation and sales revenue.

Further, the reps were not selling the desired  product mix, affecting the demand of the Focus brands. The management wanted to improve the engagement of MRs with HCPs, by keeping their Reps more Engaged, Motivated and Productive.

Nudge Coach deployment

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The Pharma company used worxogo Nudge Coach to approach their problems. Based on the Nobel prize-winning concept of Nudges, the coach nudges each  representative to cover large territories by helping them build productive behaviors.

worxogo Nudge Coach understands each reps’ motivations and nudges them daily on their KPIs. These small yet deeply impactful nudges helped reps make meaningful and informed interactions with the ideal number of  HCPs.

worxogo Nudge Coach was integrated with the company’s existing CRM. Daily personalized nudges helped reps increase their visits & improve upon their detailing time. Instant recognition and rewards, through badges and points, incentivized them to achieve a higher prescription base and improve sales for the focus brands.

The managers could track individual MRs’ performance, quickly identify reps not doing well and intervene at the right point.  By helping the managers focus on what’s really important for each MR, Nudge Coach acted like a productivity wingman, resulting in higher revenues for the company.

The Outcome

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49%

More MRs hit the Detailing Time Benchmark

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15%

Expansion of Prescriber Base for Focused Brands

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23%

Increase in # of Prescriptions generated for Focused Brands

18% Increase In Monthly Sales Target Achievement

Using worxogo Nudge Coach, the management registered a substantial improvement (from 33% to 82%) in number of MRs hitting the desired detailing time with the HCPs. This led to a significant improvement in the prescriber base as well as the number of prescriptions generated for the focused brands, which in turn registered a 20% increase in overall sales achievement.