Insights IQ

Targets, incentives and field coverage

Sales force effectiveness

Targets, incentive plans, customer targeting and territories for pharmaceutical field teams and distributor sales teams in Kenya.

We help pharmaceutical companies and distributors put the right people in front of the right customers, with targets and incentives tied to the results you choose. Every recommendation comes with the figures behind it, drawn from your own sales and customer data.

The work can be a one-off project, such as an incentive plan or a territory redesign, or a monthly service, such as target setting and incentive statements.

A whole launch can be prepared and tracked through our product launch support service.

What the service covers

Seven areas of work.

Sales force strategy and design

Sales force sizing and structure
How many representatives you need, in which roles and with how many managers, based on workload and potential.
Coverage model design
Which customers are seen in person, which are served remotely and which are reached through distributors.
Roles and deployment
Representative, key account manager, medical science liaison and market access roles, and when a contract field team makes sense.

Customer segmentation and targeting

Doctor, pharmacy and hospital segmentation
Customers grouped by value and potential, with a prioritised target list for each representative.
Customer master data
One clean, de-duplicated list of doctors, facilities and outlets, ready for your customer relationship management (CRM) system.
Dynamic targeting
Target lists refreshed as new sales data arrives.

Territories and alignment

Territory design
Territories balanced by workload, travel and sales potential across branches and counties.
Realignment and vacancies
Territories adjusted when people join, leave or move, so no customer is left uncovered.
Account assignment
Clear ownership of each customer where territories, channels or teams overlap.

Targets and incentive compensation

Target setting
Targets by representative, territory and brand, built from sales history and potential.
Incentive plan design
Plans that pay for the results you choose, modelled for cost and fairness before they start.
Sales crediting
Rules for which sales are credited to which representative, including sales made through distributors.
Incentive calculation and statements
Monthly payout calculations from the data, with statements and a process for queries.
Plan health checks
A review of whether an existing plan motivates the right work and what it costs.

Field execution

Call planning and frequency
How often each segment is seen, in a call cycle that fits each representative's capacity.
Account plans
Plans for hospitals, institutions and pharmacy chains.
CRM adoption and field reporting
Field activity recorded in a form managers can use.
Multichannel engagement
Visits, remote detailing, messaging and events planned as one programme for each customer.

Performance management and analytics

Field performance dashboards
Coverage, call frequency, reach and sales against target, by representative and territory.
Representative scorecards
One fair view of each representative's results, from the same figures the business uses.
Promotional return
What visits and channels return, so effort goes where it pays.

Capability, launches and key accounts

Training needs analysis and coaching
Skills gaps identified, and a coaching routine for first-line managers.
Launch planning
Early targeting, readiness and progress tracking for a new product or a new line.
Key account management
Key accounts chosen, with account plans and the team around each one.
Tender support
Planning and pricing support for institutional and public tenders.

Questions

Questions we are asked.

Can you work without prescription-level data?

Yes. We build segments from your sales and invoice data, your customer lists and your field team's knowledge, and add market data where it exists.

Do you calculate incentive payouts, or only design the plan?

Both. We can design the plan alone, or also calculate payouts each month and issue statements to your team.

Does the work follow Kenya's rules on medicine promotion?

Yes. Call plans, materials and incentives are designed within the Pharmacy and Poisons Board's promotion guidelines and the Kenya Association of Pharmaceutical Industry (KAPI) Code of Practice.

Is this for distributors as well as manufacturers?

Yes. The same methods apply to distributor sales teams that serve pharmacies, hospitals and clinics: targets, incentives, territories and scorecards.

Can it run on the same data as our dashboards?

Yes. Targets, incentives and scorecards can run on the same reconciled sales data used by our data and dashboards service.

Entering or growing in an African healthcare market?

Tell us the market, the product or the programme. We reply within two working days with how we would approach it and what it would take.

Talk to us What we do