Improving Sales Force Effectiveness: Bayer's Experiment with New Technology

            
  
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Case Details:

Case Code : MKTG200
Case Length : 16 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Bayer HealthCare
Industry : Pharmaceutical
Countries : USA, Europe, UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Game for Sales Force Effectiveness?

Japan, was a mature brand for the company. However, ever since the mid-1990s, it found itself unable to capture market share in the US. With the drug getting approval for being marketed in a new indication, the company geared up to take advantage of the situation.

New marketing communication was created by Concentric Rx and the marketing team and this needed to be conveyed to the doctors through the sales representatives (reps) of the company. However, Concentric Rx and its client realized that the pharma selling environment had become quite challenging in the 2000s and the reps were struggling to maintain their productivity.

 Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

In addition to challenges in the environment, the company identified some organizational factors that could distract or de-motivate the Betaseron sales team.

To ensure that the Betaseron reps were able to pitch the new message to the target doctors properly, Concentric Rx developed a simulation game called Rep Race: The Battle for Office Supremacy (Rep Race).

"We were seeking a fresh way to help our specialized therapeutics sales representatives apply the in-depth information they learn about Betaseron and the [Multiple Sclerosis] category - a new, innovative, and active approach,"6 said Ken Liss (Liss), National Sales Director of specialized therapeutics at Bayer HealthCare.

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6] Sara Donnelly, "Staying in the Game," www.pharmaexec.com, May 1, 2008.

  

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