MEV innovated how pharmaceutical companies
use data for sales
Daiichi Sankyo is a pharmaceutical company with a global presence, originating in Japan. They develop and sell more than thirty pharmaceutical products including drugs to treat cancer, cardiovascular disease, diabetes, and other medical issues. They also develop and sell MMR and Influenza Vaccines. They operate with 14 R&D locations in 8 countries, with group presences in 24 countries, and 15,000 employees worldwide.
At the time they began to work with MEV, they were launching a new product in the cardiovascular therapeutic category and needed to make the best use of their data resources to make a strong showing in the market.
The way pharmaceutical sales are conducted gives salespeople a 60–90 second window to present their product to doctors, and that short window makes quick access to correct information a must. Like other companies in the pharmaceutical industry, Daiichi Sankyo was subscribed to multiple, expensive sources of data and analytics that were standard in the industry. Their problem was that they were not using them to their full potential and were concerned about falling behind the market.
As was a common unsolved problem in the industry, the different sets of market data that needed to be interpreted for sales were separated into different departments. Due to the sheer amount and siloing of data, there were often delays in processing it. By the time business analysts had finished doing so, often the market had already moved on. Communication problems stood in the way of finding fast and effective solutions in house.
The company knew there was a better way to optimize the way they worked with this valuable data and had engaged numerous development companies to fulfill their visions, but none of them had been able to create an effective solution. There just seemed to be a lack of alignment between the business vision and an effective technical roadmap.
NimbleTool tells a story about what’s going on in your sales area from many different angles. It takes multiple sources of data and presents it in a user-friendly way, with filters for salespeople to observe different data sets at any level — territory, district, region or area.
NimbleTool integrated 16 external proprietary data sources and systems to map, track, and organize data to support sales, marketing, and account management. In other words, it tells a story about the market instead of showing disparate data sets.
VOT was built with User Experience at top of mind, specifically the experience of a sales representative doing a sales call or visit within a limited time frame.
It had two components; the first was an iPad application that gave the rep the ability to work offline. The second was a backend data system where hyper-targeted data was processed from across the country according to zip code. It focused on delivering information most relevant to doctors in that geographic area including cost-mitigation, clinical efficiency, insurance coverage and other.
Faster execution for pharmaceutical salespeople due to better UX and data delivery
Better internal company communication and data access for speedier analysis
Better internal interpretation of multiple data sources, made more relevant to the needs of salespeople
Two products that influenced and improved the way software was created and used in the pharmaceutical industry