ANLY482 AY2017-18T2 Group32 : Project Overview / Data
| Description | Data | Methodology |
5.0 Data
5.1 Data Sample
Pharma G has kindly provided us with sample data in the form of csv files. The data we have obtained consists of five datasets - HCP, Invoice, Brand Targets, Therapy Group and Customer 360 (Telesales) data that are gathered from January 2015 to February 2018.
5.2 Metadata
With a clear understanding of what our sponsor had in mind, our team began data munging process. This includes data cleaning, transformation, and integration to obtain an integrated data table via JMP for further analysis.
Please refer to Table 2 below for a more detailed description of the data provided.
| File Name | Description | Count |
|---|---|---|
| HCP | List of healthcare practitioners | 7553 |
| Invoice | Transaction history of all customers across all products | 337518 |
| Brand Targets | List of monthly sales target for all products | 516 |
| Therapy Group | List of product categories for TCE brand products | 44 |
| Customer 360 (Telesales) | How each customer was contacted by a TCE Account Representative via phone | 30240 |
5.3 Initial Data Observation
We conducted an initial data observation to seek some initial insights between sales and healthcare organizations as well as to understand what products Pharma G's account representatives are pushing to healthcare practitioners.
For Invoice Data, after filtering for the TCE brands, here is a distribution of all the TCE brands and its sales performance.
Sales across various Channels
Pharma G appears to have a strong performance in 2016 but sales amount decreased by 9% to a 3-year low in 2017. This signals a need to for Pharma G to keep their sales team in check using Key Performance Indicators as mentioned above.
This could be attributed to the drop in sales from the general hospitals which generate 42% of yearly revenue. Pharma G saw a decrease in sales revenue from its top 3 buyers other than Changi General Hospital from 2016.
Lastly, the top three products brought in lesser revenue last year as compared to 2016. Most notably, their best selling drug, Keppra, saw a sharp decrease in sales last year, falling by 8.8%.
Telesales by Account Representative
89.6% of all interactions are face to face, which explains why interaction duration can go as high as >300 minutes as Sales Representatives may need more time to build rapport. In addition, there seems to be a correlation between the number of products pushed to the practitioner and the interaction duration. For a huge client like NUS Hospital, the representative may need to push for several product lines whereas a small clinic will only need a fraction of it.
However, as the TCE brands are at their end-of-life cycle, the accounts for these TCE brands are handled from the Sales Representatives to the Account Representatives (AR). The AR only need to call the doctors and nurses in each organization and try to sell a new product or convince them to buy another batch of an existing drug in their inventory. Hence, we only need the calls observation to have a better understanding of how we can gauge the effectiveness of the account representatives.
