Title: To Enhance Business Potential in Karachi City Karachi--Pakistan Green Belt: Mujahid Jawwad (SSM Karachi Region), General

Teams) Karachi

Background of the Project During our recent analysis it was observed that in Karachi there is some significant uncovered customer base is available which could give us additional revenues. The untapped customer base is already being covered by competitors like GSK, Abbott, Novartis and Getz. Some low performing territories were also observed where doctor population was much high than other territories and very much untapped business potential is present which is waiting to explore. What: When: Karachi growth is not accomplishment with national growth More doctors population. More government hosp/ institution and private hospital than any other city of Pakistan. Law an order situation Some low performing territories. Less doctors coverage than other top companies. Less # of territories compare with other competitors. Stagnant sales contribution vs national sales for last 4 years.

Where: Karachi Significance: There is a significant dominance of share of voice model in our market. The untapped business potential can be source of additional revenues Desired State (from Voice of the Customer): Increasing revenue by 1% (74K US $) over annualized base line (over 8APs) in 12 territories collectively. To cover identified 3,500 doctors. Achievement of sales targets and grow better than national. To increase activities in low performing territories for 100% achievement. Enhancement of PSR competencies for detailing skills and knowledge. Avoid overlapping among mirror PSRs

Measure: There are three variable which can be influence Karachi Business 1. Doctors Coverage by each PSR of Karachi Team There are different territories coverage pattern constantly blow 250 doctors in a month time. While 250 doctor was the standard coverage in a month time. 2. Sales of Karachi District Irregular sales trend was observed in different territories because of less coverage. Specially those territories which had less coverage. Current Karachi Total Sales 49,257 US $ 3. Quiz Marks of Karachi Team by each PSR (2 & 3 Cycles) Knowledge level of PSR can be observed by cycle quizzes which were compromised in different territories of Karachi district. There were 71% PSRs passed that quizzes.

Methods PSR screens new doctors and classify them according to their business potential. Plan visit on monthly basis by master call plan,

Systems - Territories are divided on geographical area basis Consider doctor population Not distributed on equal business potential basis -Delayed or lengthy process of hiring

Measurement After analysis of project variable iit was observed that those territories which have less coverage and below performance in knowledge tests that are actually suffering with low sales

Problem (Effect)

Occurred 2009 Timing

. Law & order situation in Karachi Less chemist coverage by distributor -Product shortages because of lengthy government approval processes

-PSR vacancies -Lack of knowledge of PSR -Inter transfer within the team and out side the team -Unplanned annual leave External Environment . People

PROBLEM Low Market Growth in Karachi

Identify solutions Addition of 40 new and potential doctors in each territory. Quick refreshers on Product Knowledge in weekly meeting by DFMs. Quick Refreshers on Competitor Knowledge By DFMs. Arrange Quizzes on monthly basis for PSR knowledge evaluation. Enhance products detailing practice for delivering the promotional massage with impact Enhanced distributor chemist coverage. Simplify PSR hiring procedures. Evaluate solutions There is 15% increase in doctor coverage over last year because of pilot It could be more increase but there was 13 PSR vacancies fall in Karachi during pilot Quiz performance trend shows significant improvement of 11% in previously low performing territories after implementing process improvements Average sales of Territory improved by Rs. 3,817,661 to Rs. 4,559,105. Evaluate results Financial Impact Baseline annualized sales for 2009 = 7072560 USD Annualized sales for 2010 (extrapolated) = 8175732 USD Net increase in sales = 1103172 USD Adjusting for 12% normal business growth the net increase in sales = 132K USD Soft Savings Increased Doctor coverage by 15% Enhanced PSR Knowledge level by 11 % Improved PSR productivity by 5% and high moral Enhanced process understanding. Identification of key variables Key Learning Resources should be aligned as per territories business potential and this should be evaluated on ongoing basis There are three main variable which we have derive from the pilot that are: 1. Coverage 2. Knowledge Skills of rep Sales is the out come of these variables 3. Vacancies of reps Coverage Every PSR has 250 doctors permanently on his CRF and there will be monitoring on monthly basis by DFM. Doctors selection criteria will be on business potential basis Knowledge Skills Monthly quizzes will convert on 45 days .By involvement of field training managers Minimum passing criteria will remain on 80 % Vacancies of Representatives All the vacancies have filled right now. For future recruitment department have a pool of suitable candidate which will be called on need basis. Alignment of territories in Karachi will be done by 3rd Qtr onwards to see the real business potential of some identified ones from this project. Next Steps. Alignment of territories in Karachi will be done by 3rd Qtr onwards to see the real business potential of some identified ones from this project.