Navicon completes scaling of field employee management system at Stada

2021: Navicon Pharma CRM Scaling

The system integrator and developer Navicon on September 21, 2021 announced that in a short time he had implemented a project to scale the Navicon Pharma CRM system in the pharmaceutical company STADA. This allowed more than 300 Takeda employees who joined the STADA team to start working in the system on time and quickly rebuild to a work format that meets current conditions and includes remote visits to customers.

In 2018, Navicon introduced its own development based on Microsoft Dynamics 365 in the STADA pharmaceutical company: the Navicon Pharma CRM solution helped structure the work of all interacting specialists. Field employees received tools for planning marketing and administrative activities and managing the "profile" of the client. In turn, STADA managers were able to more effectively manage the work of medical representatives and bring it into line with a single marketing strategy.

At the end of 2019, STADA acquired from the Takeda pharmaceutical company a portfolio of 20 over-the-counter and prescription drugs registered in Russia and the CIS, and planned to begin work on their promotion in a few months. To do this, about 300 Takeda specialists joined the STADA team. To get started, employees had to switch from the application installed in Takeda to Navicon Pharma CRM. Thus, more than 200 Takeda medical representatives had to join more than 400 STADA specialists already using the solution at a time.

Navicon optimized it to keep users from logging in. Load testing was carried out - a load comparable to one-time work in mobile and stationary applications of up to 1000 users was simulated. As a result of the inspection, bottlenecks were identified and eliminated. For example, the number of records for the most massive tables was optimized, the horizons for storing information on business activity were revised, the mode of working with the database was changed. Also, the system, in anticipation of the addition of users, successfully passed an audit from a vendor, Microsoft. In turn, STADA employees set up Navicon Pharma CRM to work in the added areas. As a result of the work of Navicon and STADA, the fault tolerance of the system increased, after which users were connected to it. As of September 2021, Navicon Pharma CRM supports the simultaneous operation of about 700 users with the system without increasing production capacity.

Work on scaling and testing the system had to be carried out as soon as possible. The results of the project are noticeable: the load on Navicon Pharma CRM has increased one and a half times, and the system successfully copes with it, without losing speed and performance, "said Yevgeny Smirnov, commercial director and partner in Pharma & FMCG at Navicon.

Microsoft encourages the creation of partner solutions that give a competitive advantage to companies in various industries. The introduction of advanced technologies is the first step towards increasing the competitiveness, productivity, potential and profit of our customers. Using a solution from Navicon based on Microsoft Dynamics 365 will allow STADA to increase efficiency at all levels: technology platform, business processes and employees, "said Alexander Belenky, director of the Microsoft Partner Management Department in Russia.

2018

On October 16, 2018 system integrator Navicon , he announced a project to automate the management of field forces based on the pharmaceutical companies STADA solution. Navicon Pharma CRM

It is important for STADA CIS to ensure the efficiency of its medical representatives and managers at all stages of cooperation with key partners and clients. To do this, you need not just to understand whether the company's employee met with the client, but to know whether it passed according to a pre-agreed "scenario" and whether it corresponded to approved marketing and communication strategies, product promotion cycles - marketing efficiency and sales growth depend on this. Despite this, for a long time in the regions, the work of sales managers was managed CRM individually. Business growth required the management of STADA CIS to transfer the processes of managing sales representatives to an easily scalable IT solution.

Based on the results of the tender, Navicon system integrator was selected for the project. In order to centrally manage the regional managers of STADA CIS, plan and monitor the business activity of medical representatives and track the history of communications with each client of each of the STADA areas, the company introduced the Navicon Pharma CRM solution - its own integrator development on the Microsoft Dynamics 365 platform, adapted to the needs of pharmaceutical companies.

The solution established in STADA CIS structured and regulated the work of all employees of the pharmaceutical company interacting with it. As a result, it became easier for pharmaceutical company managers to manage the work of "field" employees and subordinate their communications and face-to-face interactions with customers of a single marketing strategy.

As of October 2018, the system can comprehensively manage the "profile" of the client. The client database is constantly changing, and in order to manage the database in almost real time, Navicon Pharma CRM implements an optimal database structure and a unit for managing changes in regulatory reference information (NSI) about customers. The system is also integrated with the OneKey product from IQVIA in order to promptly accept adjustments to the customer base from medical representatives.

In addition, the system provides a high-quality event planner: both marketing (visits to the pharmacy, to the doctor) and administrative (application for sick leave or vacation, car repair, etc.).

The system, developed using the Resco Mobile CRM mobile client, is adapted to perform the main tasks for customers in mobile mode.

According to the results of the project CRM- the system is harmoniously built IT Infrastructure into the company. You have set up Pharma CRM to interact application with Oncall, a tool for conducting CLM presentations. Thanks to this, medical representatives were able to work with all CRM tools from a single window.

"Working in a self-described CRM system was complicated by the fact that individual tasks, such as coordinating the client base or managing targeting, were solved using various IT tools. By integrating the Navicon solution with our internal systems, medical representatives can see their goals for the period, forecasts of implementation, as well as information about training and holidays of customers - and accordingly plan their visits. In turn, regional managers received a convenient tool for planning double, audit visits taking into account the adopted IPR strategy - individual development plans. "

Additionally, the system has developed a targeting module that helps managers set targets for medical representatives to reach the client base, visit doctors of certain specialties or specific types of medical institutions, as well as deliver key messages to customers.

"Thanks to the introduction of Navicon Pharma CRM, STADA managers can regulate the work of medical representatives of the pharmaceutical company in the most detailed and accurate manner. A kind of "end-to-end scenarios" are created, models of behavior in certain situations when working with customers, which novice managers and their experienced colleagues can use as samples. As a result, the quality of working with customers is improving - and, accordingly, sales indicators. And STADA employees who come to work can quickly adapt to the norms and standards of work in a pharmaceutical company and join the team. " ' Evgeny Smirnov, Commercial Director, Navicon '

As of October 2018, the system employs more than 500 STADA CIS employees. In the future, it is planned to cover the regional offices of all areas of the company in Russia - and this is more than 630 managers and medical representatives. From the point of view of the development of functionality, modules will be added to the system: expanding the integration of the CRM system into the internal IT structure of the company (internal systems and analytical reporting systems), expanding the algorithms of recommendations and restrictions for planning business activity, integrating with Trade Promotion Management - a system for managing marketing agreements, multichannel marketing and expanding the coaching module.

Earlier, the company installed Navicon Pharma TPM, a solution for its own integrator development for managing trade and marketing agreements with pharmacy chains. The IT system helped the pharmaceutical company formalize and automate trade marketing budgets and key legal documentation. The introduction of Navicon Pharma CRM was a continuation of cooperation between companies.