Rethinking about who truly are your “BEST” Pharma Reps
Conventional wisdom states that the “BEST” Reps are the ones who generate the most scripts. While this makes sense on the surface, in the context of managed-care challenges and profitability, it is necessary to look at the whole picture to determine who the best reps really are.
Drawing an analogy between the ability of certain fish to swim against the current and the ability of certain reps to overcome obstacles to drive scripts, we get a better sense of rep performance.
You can see that the reps are listed Top to Bottom in total scripts, but to the right of that, their performance is measured against Managed-Care Rejection Rates. This is to assess their ability to drive scripts in advantaged and disadvantaged managed-care areas. A rep’s ability to swim against the current or drive scripts in a challenging managed-care environment is an important asset.
· For example, Kyrie Irving ranks 11th in total scripts, but he is doing it in a disadvantaged market. Imagine what he could do in a better territory or if the managed-care team obtains some formulary wins in his territory.
· Conversely, the rep that ranks 2nd is Steph Curry, but he has an easy go of it in a market with a less than 10% MC Rejection Rate.
· Kemba Walker, on the other hand, has the highest number of scripts despite working in a disadvantaged market.
A similar exercise is applied in the second dashboard and looks at profitability. Is it possible the reps who made the “President’s Circle” did so primarily because their scripts are less profitable due to supplemental rebates that pay for Preferred Medicaid Coverage?
· Now, look at Steph Curry again; while it is nice he ranks as the #2 rep in scripts, his scripts are not generating a lot of profit to the organization.
· However, Giannis Antetokounmpo is bringing the highest profit although his number of scripts is lower.
Considering how multiple facets of pharma operations fit together to give a complete picture of what is really happening is the essence of the Pharmafusion360° Platform.
Reach out to us www.pharmafusion360.com to discuss how we can help you and your organization