Increasingly organizations understand the importance of healthy information exchange and increased collaboration between headquarters and feet-on-street field representatives. Many times data collection and analytics are functions of the headquarters where they either use in-house secondary data sources or third party data sources to perform analysis, share market insights and create an action plan for the field representatives. Once the field receives this information, there is a constant tussle between both the stakeholders due to several reasons:
- Credibility of input data sources
- Lag in data collection process
- Discrepancy of data across various sources due to identifier mismatches, duplication, other data issues
Headquarters wants the field to accept the information and take relevant actions while due to perceived gaps in information there is a hesitation on the field representatives side to take required actions. Additionally, this issue does not seem to have a widespread diagnosis for the headquarters however is revealed on a case-by-case basis when individual instances are analysed. From the field representatives perspective even a moderate inaccuracy rate is perceived as “the data is wrong, the insights are useless”.
In such scenarios, the best practice is to develop and deploy a platform to gather field intelligence and to acknowledge the wisdom of the feet on the street. This provides credibility to the whole analysis exercise, improves data used for the relevant problem statement and gains early buy-in from field representatives for the action plan resulting in timely actions post rollout.
This Deploying such a collaboration approach with your field representatives allows HQ to corroborate information procured from various internal and external data sources with field knowledge.
Let’s consider an example from the pharmaceutical industry. There is a prevalent practice in the industry where HQ shares a specific target list of doctors with each individual salesperson. These target lists are very critical because many times the salesperson’s quotas are determined based on this target list and their potential. Salespeople constantly complain about movement of doctors out of their territory or restricted access to certain doctors/prescribers. Deploying a field intelligence platform in this situation can help HQ give control to salespeople to validate their target list (add, delete based on certain pre-defined constraints) along with providing additional profile information about the prescriber. This web-based platform can also allow salesforce to confirm prescriber attributes and provide other relevant intelligence about the prescriber based on either their local market knowledge or their last few discussions with the prescriber.
Incentius’ Field Intelligence platform can enable HQ to perform the above functions and additionally to gather extra field intelligence with the help of survey questions about the prescriber on various topics. Some of the questions can be on the lines of:
- Is this prescriber a Key Opinion Leader?
- Are there any access restrictions with this prescriber?
- Is this prescriber a competitor product loyalist?
- Is there a need to reach this prescriber using other marketing channels?
- Should this doctor be invited for specific congresses/conferences etc.?
The above set of survey questions are only representative can beand are completely customized to address specific client needs.
In addition to this, the salesperson is able to see near real-time impact of changes he has made giving him insight into the impact and ensure that it is in line with expectations.
You can access a prototype of Incentius Field Intelligence platform at - Demo Link:
This collaboration approach allows HQ to corroborate information that they have received from various data sources with field knowledge and use that for downstream analytics which makes the outcome much more credible and results in timely actions from the salesforce.