On October 10, 2024, Proxima Research hosted a webinar for field force and marketing leaders of pharmaceutical companies in Kazakhstan and Uzbekistan, titled “Managing the Effectiveness of Medical Representatives: How to Set Up and Use KPIs Properly.” The event brought together more than 200 pharmaceutical market experts to discuss key strategies for using advanced technologies and analytical tools to improve team performance and strengthen companies’ market positions.
Key Topics of the Webinar
The webinar covered two main areas that significantly enhance the effectiveness of medical representatives.
- Quantitative KPIs: How to Set Up the Team for Results
Alla Tretyak, Field Force Manager at Nobel Ukraine, shared successful case studies demonstrating how properly configured quantitative KPIs can improve team performance and increase productivity. Participants learned how these indicators help optimize promotional cycles and expand target audience reach, leading to increased sales and strengthened market positions.
- Qualitative KPIs: Assessing Strategy Effectiveness
Tatyana Draga, Product Manager of PromoTest and RxTest at Proxima Research International, presented analytical tools for evaluating qualitative KPIs. Attendees saw how these indicators help assess the current work of medical representatives and adapt strategies to achieve higher results. Qualitative KPIs allow for deeper analysis of customer interactions and a better understanding of their needs, contributing to improved marketing campaigns.
Conclusions
The webinar emphasized the importance of a comprehensive approach using quantitative and qualitative KPIs. Combining these indicators allows for strategic changes, improves team performance, and achieves high results.
Stay tuned for our upcoming announcements so you don’t miss future events that will help you stay ahead in the rapidly evolving pharmaceutical market!
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