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Strategic deployment
Optimal "sizing" and deployment of an organization's sales force helps ensure that promotional strategies translate into increased profitability. The field organization represents the most important resource for promoting a pharmaceutical brand, and serves as the "face" of that brand among prescribing physicians and practice groups. Trinity helps clients allocate their resources more effectively by pinpointing the optimal structure, territorial parameters, and deployment strategy for their field-based sales organizations.
While a variety of sophisticated quantitative approaches inform our sales force deployment activities, we also understand that optimizing deployment is more than simply crunching numbers or analyzing ZIP Codes. Field input is also critical to the success of a sales force deployment effort, since sales representatives and managers possess first-hand knowledge of their prospects and territories. Configuring those territories with an eye toward capitalizing on existing customer relationships and other market-specific geographic factors plays an important role in optimizing deployment and ensuring "buy-in" from the field.
Trinity has considerable expertise in addressing the sizing and deployment issues that are unique to biotech and pharmaceutical field organizations. For example, we understand that a sales call from a product specialist visiting a non-primary care physician involves many factors. Contacts with these physicians are often consultative in nature, and require more of a "system sell." Depending on the therapeutic area, field responsibilities often transcend conveying a simple brand message, and may include issues related to reimbursement management, formulary P&T discussions, and other complex factors. Trinity has extensive domain expertise in therapeutic areas that include oncology, immunology, anti-infectives, neurology, and rheumatology. This background provides us with a unique perspective on how to optimize a sales force targeting to a particular medical specialty.
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