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Field-force behavioral benchmarking services
Field-force behavioral benchmarking is a systemic, research- and data-led approach to drive biopharmaceutical salesforce effectiveness. This data-first process for talent acquisition and development optimizes investment and impact. It embeds behaviors that have been proven to drive commercial outcomes in customer-facing leaders, managers and frontline personnel, resulting in improved commercial performance.
The salesforce represents one of the largest and most significant go-to-market investments for biopharmaceutical companies. With billions of dollars spent annually on customer-facing teams, companies need to demonstrate ROI in patient and commercial outcomes.
In the midst of challenges — including emerging technologies, the demand for more efficient communications and limited physician access — the field force remains a crucial marketing investment and resource. More than 70% of health care provider interactions are driven by the field force and success largely depends upon their behaviors.
The EY Field-force behavioral benchmarking solution runs on a software-as-a-service(Saas) platform and uses an evidence-based methodology that helps companies to target their investments in the areas that drive the greatest impact — at the global, country, individual and brand levels. It focuses on proven drivers of performance for recruitment and development, helping create lasting behavioral change that enhances customer interactions and drives field force improvement in a scalable, systemic way.
The Field-force behavioral benchmarking solution helps you:
- Understand the behaviors that matter in driving customer and commercial outcomes.
- Hire the right people.
- Lift the performance of field teams in a focused and scalable way.
- Take a systemic approach in driving field force improvement.
More than a decade of proprietary benchmarking data
The EY Field-force behavioral benchmarking solution is grounded in 13 years of EY benchmarking and diagnostics to understand the drivers of performance in customer-facing roles. To date, EY professionals have benchmarked more than 1,000 organizations and more than 120,000 customer-facing roles across the globe.
- We have conducted extensive data analysis and research to understand why some sales team members consistently perform better than their peers.
- This analysis has revealed that while each organizational environment is unique, high-performing customer-facing leaders, managers and frontline personnel consistently demonstrate key behaviors across industries, countries and role archetypes:
Leadership disciplines |
Management disciplines |
Frontline behaviors |
|---|---|---|
|
External and internal expertise |
Coaching |
Customer and buyer understanding |
|
Financial and analytical capability |
Performance maximization |
Data and digital literacy |
|
Strategic thinking and planning |
Customer and process advocacy |
Dynamic planning and prioritization |
|
Influence and responsibility |
Management rhythm |
Customer journey progression |
|
Teaming and quality standards |
Customer experience optimization |
|
|
Cross-functional collaboration |
||
|
Values-based decision making |
The table above shows the key behaviors of high-performing customer-facing leaders, managers and frontline personnel.
- The application of these behaviors continues to evolve with the developing market and buying environment and is validated through ongoing performance analysis.
How the EY Field-force Behavioral Benchmarking solution works
1. Define high-performer behaviors
- Leverage EY proven behaviors that drive commercial outcomes
- Understand your organization’s specific performance drivers through our unique research
- Help create success profiles for recruitment and development
2. Diagnose and identify opportunities
- Understand the strengths and opportunities across organizational enablers, leaders, managers and representatives at the individual, country and global levels to determine your uplift possibilities against behaviors
3. Prioritize opportunities
- Help create a data-informed, detailed action plan that addresses organizational barriers via our rigorous prioritization process
4. Implement programs
- Execute focused organizational and individual programs that address priorities
5. Review, reassess and refocus
- Review your progress, reassess your people and refocus your energy based on progress to date
Organizational outcomes
Out of the more than 1,000 organizations and 120,000 customer-facing roles that EY teams benchmarked across the globe:
- More than 35% of new hires were within the top 25% of performers within year one (vs. less than 10% where the solution was not used).
- Onboarding time (speed to competency) decreased by approximately 40%.
- Field force capabilities lifted by 22% against global benchmarking in one year.
- High-performing sales reps were 2 times more likely to exceed SvT (sales vs. target) and deliver 10% more sales vs. their peers, while high-performing managers were up to 2.2 times more likely to lead their teams to target.
Why EY?
The biopharmaceutical salesforce today faces many challenges, including proving product differentiation, varied customer needs and values, demand for more efficient communication channels, limited physician access, tighter regulatory constraints, geopolitical uncertainties, talent shortages and emerging technologies. Yet, they remain a crucial marketing investment and resource.
Backed by more than a decade of research and using a data-driven, systemic approach, the EY Field-force behavioral benchmarking solution makes the most of what the salesforce does best. The result: improved customer interactions and commercial performance and, ultimately, help with the timely delivery of medicines to the patients who need them.