Praveen Mathur

Associate Director of Commercial Analytics
Aegerion Pharmaceuticals

Praveen Mathur is Associate Director, Commercial Analytics at Aegerion Pharmaceuticals. His area of expertise include analyzing marketing and sales data and establishing best practices in the area of sales optimization through combination of customer and market information, advanced analytical processes and software solutions, maximizing ROI on marketing investment; customer segmentation, promotion response modeling, field force portfolio optimization; and market mix modeling using non-linear regression techniques. Prior to joining Aegerion Pharmaceutcals, Praveen held various positions at inVentivHealth, leading cross-functional teams of business analysts and software engineers in the development of analytical tools to evaluate the effectiveness of sales and marketing initiatives.

Check out the incredible speaker line-up to see who will be joining Praveen.

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Marketing & Sales Integration Focus Day For Pharma Manufacturers Only

Monday, March 9th, 2015

16:15 Using Prescription, Payer, And Patient Longitudinal Data To Increase Sales Force Effectiveness By 25%

Pareto principle applies to most sales territories in pharmaceutical business, i.e., 80% of sales is done by 20% of the sales reps. In other words, 80% of the reps do 20% of the business.

Currently sales territories are designed using physician’s prescribing behavior. This approach does not take into account drug indications and formulary status.

Poorly designed sales territories and sales targets increases the chances that sales reps will not meet sales targets, which in turn increases the rep turnover and loss of sales because of vacant territories and low sales force effectiveness and morale.

With the increase in “no see” doctors and low drug pipelines, pharmaceuticals companies have to increase sales force effectiveness to be competitive. This session will discuss better ways to design sales territories by using physician prescribing, patient longitudinal and payer data, to increase sales force effectiveness by 25%-30%.