The Challenge:
When making sample calls to physicians’ offices, the Stiefel Laboratories sales
force was using a paper-based system that complicated tracking and accounting
for inventories of drug samples, deliveries, transfers and returns. With
heightened enforcement of sample accountability under the Prescription Drug
Marketing Act (PDMA), the paper-based system presented serious compliance
issues.
The Solution:
Stiefel Laboratories chose to replace their paper-based system with the CATS
(Call Activity Tracking System) Software Suite from Synergistix. Brad
Hershman, Manager of Sales Operations for Stiefel Laboratories, chose CATS
because it was designed with the needs of pharmaceutical sales representatives
in mind. Unlike competing products which featured a host of “bells and
whistles,” CATS was streamlined, powerful, and user friendly. As a result,
Hershman was able to train his entire sales force on the system in a single day.
When Stiefel Laboratories went live with a pilot of the system, nine Stiefel
representatives with varying levels of tenure and computer expertise were
selected to test the product. Their response was so enthusiastic that Stiefel
decided to adopt CATS for its entire sales force.
The Results:
The Synergistix solution exceeded the objectives of Stiefel Laboratories, making
sample accountability and PDMA compliance easier and more accurate than ever
before, and providing sales representatives with a powerful but easy-to-use tool
for storing and retrieving critical information.
When leaving samples, sales representatives are now able to ensure compliance
with the PDMA by thoroughly documenting the type and number of drug samples or
inventories they have left with each physician. Accountability is easier because
the physician simply signs the sales rep’s computer and the signature is
automatically preserved electronically.
In the field, sales representatives can look out over their territories,
determine which physicians prescribe specific drugs, view market intelligence
about physicians, and create a plan around that data. CATS also allows
pharmaceutical representatives to better prepare for sales calls by receiving
the most recent market intelligence available about physicians, as well as the
drugs they prescribe.
Stiefel Laboratories has also been able to use CATS to automate and streamline
their sample ordering system. Now, based on data entered by the sales
representatives, management can view and evaluate trends and adjust sample
distribution, as well as forecast future demand for the firm’s products.
