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.
