Complete list of pre-post LAUNCH KPIs for pharmaceutical sales

1. Prepared by
Tawfik Eweda
Pharmaceutical Marketing Coach
SFE specialist

2. What do you want from your sales force ?
What is KPIs? Why ?
Types of KPIs Reports .
•It gives you a comprehensive and bigger picture
how to track sales performance
•Also it provides a tracking drivers for other
supporting departments
•Very useful in pre launch cross functional teams
•It helps you to turn your launch into management
by objectives process

3.  Sales force productivity can be tracked as
follow :
1. Sales /rep
2. Sales growth /rep
3. Units sales/call
4. Market share
5. Field force cost

4. ‘’It is a standardized unbiased performance
tracking tool formulated through IT
Dashboard that gives ‘’where the company
has been ?’’ where it is going ?
Also it brings together Sales Force and other
affiliated activities, and Brands Metrics’’

5.  To increase Brand performance
 understanding the key business drivers
 Also it gives a consistent & timely tracking of
brand success to make the difference

6. Pre-launch KPIs Post-launch KPIs
1. Physician behavior KPIs 1. Message input
2. Market Activity based KPIs 2. QTQ
3. Market access KPIs 3. Message effectiveness
4. Scientific medical liaison 4. Customer perception
KPIs 5. Product range KPIs
6. Rx sales and share
Incentives KPIs

7.  Pre-Launch KPI Reports are issued quarterly.
 Post-Launch KPI Reports are produced on a
monthly bases.
 Both reports are issued on 24th of the month.
 Activity KPIs are updated quarterly with the
available data.
 Most of the Brand KPIs are updated with each
wave of an physician behaviour study using
AIDA Model (Awareness , interest , desire
,trial , usage )

8. Pre-launch KPIs
% of Drs who are totally aware of the brand
% of DRs who are willing to prescribe brand

9. Pre-launch KPIs
 Fullmarket analysis
 Formulating brand strategy
 Company action plan
These KPIs can be measured by both techniques :
Qualitatively : on progress against time
Qualitatively : against company standard

10. Pre-launch KPIs
 Clinical& technical files conformity
(WHO,FDA,EMEA guidelines and country of
reference )
 Planned vs. actual date of approval
 Planned vs. actual date of approval of price
 Target price vs. actual price (% of deviation)
 Planned vs. actual date of reimbursement
 Reimbursement restrictions

11. Pre-launch KPIs
 Number of KOLs developed by SC.OP
 % of KOLs under development
the following terminology is used throughout to identify the
type of “Opinion Leader” that is being referenced
Key Opinion Leader (KOL): An academic expert in a disease
area recognized as such by his peers, at Global and
National level.
Key Influential Physicians (KIP): Generally a physician with
a high volume of patients recognized and trusted by his
peers within a region as the expert in treating certain
types of pathologies (KIP’s are also often referred to as
“Local” or “Regional” Opinion Leaders)
Key Advocacy Influencer (KAI): Refers to those individuals
considered influential in the Regulatory, Pricing and
Reimbursement processes. (KAI’s are sometimes referred
to as “Advocates”)

12. Post-launch KPIs
 Number of DRs who acquired clear ,right and
simple competitive message
 Number of DRs who retained the message
after 3 months of launch

13. Post-launch KPIs
Qualitative KPIs
•Results orientation
•Customer orientation
Quantitative KPIs
•Expertise
•Budget
Targeting KPIs •Self-assurance
•Market share
•Coverage rate •Self-initiation
•Turnover
•Call allocation rate •Teaming
•ROI
•Targeting •Communication
•Number of calls/rep/day
effectiveness ratio •Customer satisfaction
•% of coverage
•Number of Rxs/target index
•Usage rate of central event
physician •Call quality index
•Number of field days/rep
•Number of Target Drs •FF Satisfaction index
•Number of group meeting/month
Rxing the brand •Retention of top
•SOV(Share of voice)
performers
•Number of manager coaching days
•Turnover of low
performers

14. Post-launch KPIs
 Promotional expenditure vs. competition
 Brand SOV /product mix or portfolio
 % of unaided brand awareness
 % of unaided recall of the message
 Number of Drs who see message is relevant
 Number of Drs who see message is believable
 Number of Drs who see message is driving
them to Rx

15. Post-launch KPIs
 Customer perception of brand attributes vs.
competition
 Customer perception about brand safety
 Customer perception about brand
(value added vs. cost leader ship)
 Customer perception about brand efficacy
 Customer perception about brand cost
effectiveness
These drivers can be aided by the development of perceptual
map

16. Post-launch KPIs
 Share of brand /specialty
 Share of brand /indication
•Useful for antibiotics in different indications that requires
detailing in different segments .
•Can be measured on each segments according to brand
positioning and company brand strategy

17. Post-launch KPIs
 TRx vs. Budget
 TRx vs. competition
 TRx share vs. competition
 Sales vs. Target
 Market Share vs. Target
 Market Share vs. Competition
 Market share vs. same period PY
 % Brand share of market in class A Drs

18. % of sales force eligible for incentive pay.
 % of discrepancy in merit increase between
top performers and underperformers .
 % of top performers receiving top pay .
 % of special incentive scheme during launch.
•These KPIs should be aligned with launch objectives
and should be motivating and challenging !!

19. For feed back, further information
Please contact me
Tawfik Eweda , Cairo. Egypt
tawfeeke@gmail.com
01222305418
Sales force effectiveness
Sales & marketing management
Sales and marketing training