SFE Tool analytical solution appeared in Stada's Russian office

2021: Creating SFE Tool

System integrator and developer Navicon helped the pharmaceutical company STADA build a convenient tool for monitoring and evaluating the activities of medical representatives - SFE Tool. With it, employees of the pharmaceutical manufacturer can, among other things, quickly formulate and test hypotheses related to assessing the potential of pharmacies. This was reported by STADA on July 1, 2021.

For a pharmaceutical company of such scale as STADA, it is important to monitor the effectiveness of field personnel at all stages of interaction with partners and customers, as well as receive operational reports of various directions, in order, in particular, to assess the results of promotion and the potential of pharmacists, doctors and pharmacy chains. To work with these tasks and obtain the most complete data, STADA management decided to build this IT system.

STADA specialists formed their vision for the future solution and collected the requirements for it. After that, together with the Navicon team, they prepared and implemented a comprehensive analytical system SFE Tool. It is built on a stack of Microsoft analytical tools: SQL Server, SQL Server Analysis Services and Power BI Report Service. Using Software Assurance, the company avoided the additional licensing costs of Power BI analytics tools, while reporting tools are available to an unlimited number of users.

Efficiency and focus in sales is one of STADA's strategic priorities. Our goal is to create a highly effective platform for commercializing our own product portfolio and partner projects. To do this, we need to have tools to assess the work of sales force employees and the potential of the territories in which we work. All this will allow us to continue to develop and grow in key areas for our business: the Consumer Healthcare sector, generics and specialized drugs, "said Dmitry Belousov, Director of Commercial Efficiency of STADA in Russia and the CIS.

An important part of the project was the filling of the system with data. STADA specialists, with the participation of Navicon, brought together and synchronized data from several systems that are already used by pharmaceutical employees: among them, in particular, sales databases and the CRM system. As a result, STADA received a solution that allows you to simultaneously solve various tasks: monitor the activities of medical representatives and evaluate their effectiveness, measure the quantified added value of the actions of field personnel. With the help of analytical tools deployed and configured within the framework of the project, STADA specialists can manage the development potential of each pharmacy with which the pharmaceutical company collaborates, determine lagging territories and regions of advanced development.

The SFE Tool system supports two localizations - Russian and English. Thanks to this, STADA specialists can prepare reports for both Russian consumers and foreign shareholders, without spending resources on translation.

When working on the SFE Tool, we needed to take into account complex calculation algorithms, a large number of users and serious user expectations for the speed of updating analytics. As a result, we were able to optimize the algorithms for calculating indicators. And thanks to self-analytics tools, STADA employees will be able to create reports in Excel and initiate the development of reports in Power BI, "comments Maxim Ozerov, director of FMCG & Pharma projects at Navicon.