Medical Representative and KPIs: How Analytics Influences Work Effectiveness

Medical representative is a key figure in the pharmaceutical business, whose work directly affects the achievement of sales plans and brand development in the market. To objectively assess the effectiveness of a medical representative’s work, pharmaceutical companies should rely not on formal reports, but on real sales analytics, territorial data, and a clear KPI system. This approach enables informed management decisions and improves the performance of the field force.

Key performance indicators (KPIs) are not merely a formality but a strategic tool that helps companies move in the right direction. KPI setting setting should be based on objective data that reflect the current market situation, the competitive environment, and territorial potential. When selecting indicators for monitoring, it is important that they are clearly measurable, meaning they can be tracked and evaluated. A reliable foundation for this is provided by actual pharmacy sales data available in the Sale Out report of the Market Audit analytical tool by Proxima Research International. This flagship solution is built on 30 years of experience in pharmaceutical market analysis.

Analytics that reflects the real market situation

Sale Out reflects actual pharmacy sales to end consumers and provides in-depth analytics that make it possible to assess sales volumes, growth dynamics, market shares, seasonal demand fluctuations, and more.

Pharmacy sales data across different time periods

Sales data are available on a monthly, weekly, and even daily basis, enabling not only the monitoring of planned indicators but also rapid response to any changes.

Accurate pharmacy sales data are essential for an objective assessment of market conditions and demand dynamics (which is especially important for medicines, as sales often have seasonal patterns) and for responding promptly to changes in the situation. Taking sales data into account on a monthly, weekly, and daily basis makes it possible to better plan the work of medical representatives and evaluate their performance.

Fig. 1. Retail sales volume of medicinal products in monthly dynamics.

Fig. 2. Retail sales volume of medicinal products in weekly dynamics.

Fig. 3. Retail sales volume of medicinal products in daily dynamics.

Sales volume data are also available by territory on both a monthly and daily basis. This allows not only retrospective performance evaluation (after the period is closed) but also real-time monitoring of dynamics, plan execution control, and prompt influence on the situation. This approach also engages medical representatives in achieving target indicators.

Fig. 4. Evaluation of a medical representative’s work effectiveness.

How to evaluate the effectiveness of a medical representative

To evaluate the effectiveness of each individual medical representative, it is advisable to use GeoForce, another solution by Proxima Research. This tool enables data-driven management decisions that take into account the specifics of each territory and the real capabilities of the team. With this solution, companies can determine how many medical representatives are required for a given territory, how many visits they should conduct, and assess the effectiveness of a medical representative’s work within their assigned area.

Fig. 5. Available tools for evaluating field force performance.

Territorial analysis and plan execution control

GeoForce provides clear visualization of territories, showing the coverage area of each medical representative. The map also accounts for the number of pharmacies and their turnover. Using this tool, it is possible to assess a medical representative’s contribution to sales volume in a specific region and compare their results with the national average. This helps identify employees whose performance is above or below average. A deeper analysis allows the reasons behind specific trends to be identified.

Thus, GeoForce enables more effective territory management, precise analysis of field force structure, determination of the optimal number of medical representatives to cover a given territory, and optimization of responsibility zones based on defined criteria. Equally important, GeoForce provides convenient visualization of data from multiple sources in a single interface, significantly simplifying analytics and management decision-making.

KPIs for motivation and development of the field force

KPIs are not only about control but also about development. When a medical representative understands which indicators are taken into account and how their work affects the overall result, they become more engaged, motivated, and clearly aware of their role in shared success.

The combination of the Market Audit analytical tools and Promo RxTest makes it possible not only to assess quantitative indicators but also to analyze the quality of communication with healthcare professionals in greater depth. This approach can contribute to improved KPI setting, including a personalized approach to goals for each medical representative and the formation of a balanced evaluation system.

Integration of analytics into daily work

Modern analytics should be not only a strategic tool but also an integral part of daily operational activities. Proxima Cloud CRM enables the integration of key analytical data directly into the workflow of medical representatives, ensuring efficiency at every stage of interaction with the pharmacy segment. In practice, this means that medical representatives can analyze their visit base daily, plan visits more precisely (including assessing stock levels in pharmacies before visits, identifying pharmacies with no sales or excessive stock, prioritizing high-potential pharmacies), track the impact of completed visits on sales, and set personalized goals for each visit.

Integrating analytics into daily work has an effect across the entire management vertical:

• the medical representative understands how their actions influence sales and can focus on the specifics of each pharmacy;
• the regional manager sees the full picture of the assigned territory and keeps the situation under control;
• the field force manager monitors sales, stock levels, and turnover, promptly tracks team performance by pharmacy, and adjusts operations in real time;
• the key account manager receives timely signals about declining stock levels and prevents stockouts.

This approach ensures team alignment and a transparent decision-making system focused on results.

The role of CRM and BI in management decision-making

The combination of Proxima Cloud CRM and BI analytics enables the transformation of operational data from medical representatives into a foundation for informed management decisions — from visit planning to evaluating their impact on sales.

Fig. 6. Proxima CRM use case in practice.

Conclusions

The field force is not merely a communication channel with physicians and pharmacists. It is a complex system whose effectiveness largely depends on analytics. KPIs built on accurate and in-depth analytics form the basis for effective management, development, and achievement of business goals. The Market Audit and GeoForce solutions by Proxima Research are not just BI tools but strategic partners in decision-making, helping companies objectively assess performance, accurately plan territories, increase team motivation, and ultimately stimulate business growth.

Would you like to see how analytics works in practice?

Proxima Research analytics solutions help pharmaceutical companies objectively evaluate the effectiveness of medical representatives, manage territories, and make decisions based on real pharmacy sales data.

Contact the Proxima Research team to learn more about analytics capabilities for your field force.

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