Improving Sales Force Effectiveness: Bayer's Experiment with New Technology
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Case Details:
Case Code : MKTG200
Case Length : 16 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available Organization : Bayer HealthCare
Industry : Pharmaceutical
Countries : USA, Europe, UK
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Game for Sales Force Effectiveness?
Japan, was a mature brand for the company. However, ever
since the mid-1990s, it found itself unable to capture market share in the US.
With the drug getting approval for being marketed in a new indication, the
company geared up to take advantage of the situation.
New marketing
communication was created by Concentric Rx and the marketing team and this
needed to be conveyed to the doctors through the sales representatives (reps) of
the company. However, Concentric Rx and its client realized that the pharma
selling environment had become quite challenging in the 2000s and the reps were
struggling to maintain their productivity.
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In addition to challenges in the environment, the company
identified some organizational factors that could distract or de-motivate the
Betaseron sales team.
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To ensure that the Betaseron reps were able to pitch
the new message to the target doctors properly, Concentric Rx developed
a simulation game called Rep Race: The Battle for Office Supremacy (Rep
Race).
"We were seeking a fresh way to help our specialized therapeutics sales
representatives apply the in-depth information they learn about
Betaseron and the [Multiple Sclerosis] category - a new, innovative, and
active approach,"6 said Ken Liss (Liss),
National Sales Director of specialized therapeutics at Bayer HealthCare. |
Excerpts >>
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