Industries | Pharmaceuticals


Patent expirations, pipeline challenges, intense pricing scrutiny, regulatory requirements, and intense competition continuously place significant pressure on pharmaceutical companies. As a result, their sales and marketing organizations are on a constant search for ways to drive profitable growth that can withstand and offset market and regulatory pressures.

Some unique characteristics of the Pharmaceutical industry includes:

  • A highly competitive but fragmented landscape
  • Complicated business models with numerous stakeholders
  • Very technical/scientific products
  • Major R&D expenditures in a high risk product development environment
  • Long product development timelines
  • Long marketing planning horizons
  • Highly regulated industry overall, including highly regulated marketing communications by FDA
  • Numerous “customers,” with a variety of information needs, requiring multiple approaches to creating marketing campaigns and communications

Given these realities, the need for secure, accurate and accessible data from many sources is acute, and the industry’s the ability to manage and use this data to generate insight and enhance decision making is extremely limited.

Symphony provides a wide range of valuable services to the pharmaceutical industry.

Sales Force Effectiveness Studies

  • Top Line Benchmarking Analysis
  • KPI and Performance Analysis Dashboards
  • Promotional Response Modeling
  • Segmentation and Targeting
  • Sales Force Sizing & Portfolio Optimization

Competitive intelligence

  • Analysis of global disease market
  • Sales tracking by therapeutic areas
  • Brand switching analysis
  • Market trend analysis
  • Market potential assessment

Primary and Secondary Market Research Analysis

KPI and Performance analysis Dashboards
In the dynamic and evolving pharma business, continuous monitoring of Key Performance Indicators against defined benchmarks helps the business managers to align/re-align sales and promotional efforts for optimum business performance. SMS has dedicated teams specializing in building customized stand alone and online dashboards with drill down facility helping the management to visualize the business performance at various hierarchical levels.

Primary and Secondary Market Research
Market research plays an important role in better understanding of market place, competition and customers. While secondary market research can provide generic market place information, customized primary market research can provide answers to specific business issues/problems.

SMS can help you starting from questionnaire design, data collection, analyses and providing business insights and recommendations. Our team has rich experience in analyzing IMS sales and prescription, CAM, NDTI and Din-Link datasets across many therapeutic areas. The project delivery teams have proven expertise in process automation and data analysis using software like SAS, SPSS, MS-Excel and MS-Access. We adopt cutting edge research techniques like Hierarchical Linear Modeling and Multivariate data analysis to solve the complex business problems of our pharmaceutical clients.

Sales Force Effectiveness Studies
The pharmaceutical sales force is the most important business asset directly accounting for drug sales. It assumes even greater roles in the information age and needs to be optimally placed in an organization, given the budgetary constraints and ever increasing competition. SMS can help your organization in the areas of sales force sizing and designing, ROI analysis, promotion response modeling and physician segmentation and targeting. We have a dedicated OR team and a Centre of Excellence which continuously work on emerging business issues and opportunities.

Contact us now for more information.