Call Center in pharmaceutical sales and marketing

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Call Center in pharmaceutical sales and marketing

• Riga, October 31st 2008
• Petri Leipola
• Capsil
• FINLAND

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• Petri Leipola
• Managing Director, Capsil Oy
• More than 20 years experience of pharmaceutical
  sales and marketing
• Development of sales training and sales processs

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Facts of Finland

• Population 5.3 million
• Pharmaceutical market 1 848 million euros (2007)
• - Prescription-only medicines 1 648 million
  euros
• - Self-care medicines 201 million euros
• Number of physicians 20 000
• Pharmacies 610
• Pharmaceutical companies 150
• Sales professionals within pharmaceutical
  companies 1 000
• Total number of visits / year 0.9 million
• Price per visit around 250 euros

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Background

• Capsil Oy
• Established 2001
• Recruitment and training of pharmaceutical/medical
  sales reps
• Sales services for pharmaceutical/medical
  companies
• Contract sales reps and teams
• Capsil Call Center
• Part of international Randstad-Vedior group since
  2005

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Background

• Call booking
• It has a long tradition in Finland
• Companies used to have their own booking
  departments
• More competition to get access during the recent
  years
• Business environment has changed 2001-2008
• Outsourcing of call booking
• Approximately 10-15 service providers

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Background

• Capsil Call Center
• Established 2003
• Phone calls/year 190 000
• Emails/year 100 000
• Booked visits/year 80 000
• Other contact services

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Call Center

• The basic purpose of the call booking services is
  to support sales representatives field work by
  reserving them a suitable amount of sales visits
  which are well directed for the agreed target
  group.
• Call center has been utilized also for
  telemarketing, telesales and telesurveys.
• To guarantee the quality of the service, it is
  under constant development. As a basis of our
  expertise, we utilize the latest knowledge and
  technical solutions available.

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• Call booking
• Telemarketing
• Telesales
• Telesurveys

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The Process
CLIENT COMPANY Messages Target lists
CALL CENTER Phone calls Emails
TARGET GROUPS Contacts Get access to visits
System (CRM) Online reporting, communication,
evaluation
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Call Center

• Urgent need for additional visits

• Company A. recognised that they need 30 more
  visits during the next 12 months
• New plan was that companys own reps would book
  50 of visits and CC would have responsibility of
  the rest of the visits
• The target was completed

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Call Center

• Offer for 500 pharmacies

• Company B. ask us to discuss an offer for 500
  pharmacies
• CC completed the task in 4 weeks and 80 of the
  target group signed an order

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Call Center

• Target group survey

• Company C. had a need to inform their key target
  group and also ask their opinion in certain
  product issue
• In few days all the targeted key opinion leaders
  were contacted

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Call Center

• New target group

• Company D. had to define the size and collect the
  contact information from the Medical Home Care
  units in Finland.
• In two weeks CC collected all the needed data

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Call Center

• Benefits for the client company
• Specialized and professional staff
• Effective in terms of the number of total
  contacts
• Flexible in the changing situations
• Allows the sales team to concentrate their core
  tasks
• Cost effective (in these challenging economic
  times)
• Benefits of two way connection and quick feedback
• Ecologycally frendly
• Another tool to compete!

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Call Center

• Future of pharmaceutical call center?
• Need for alternative selling models due to high
  expenses of face-to-face visits
• Pressure of competition will be growing
• More advanced new communication technology will
  be available
• New technology will be used by the target groups

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CapsilStudio!
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Call Center

• Its not about extra investment.
• Its about connecting people!

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Petri Leipola petri.leipola_at_capsil.fi www.capsil
.fi