Innovation Journal - Cognizant

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Deliver insights on physicians
Define optimal sales force structure and size
Identify the right product mix
Set business rules that improve targeting efficiency
The team at Cognizant’s Enterprise Analytical Practice applied
innovation tools such as brainstorming, interviews, questionnaires and
observation methodologies to collect insights and ideas. They
categorized all the information and ideas into two broad categories:
Generating a target plan is a very long process. Moreover, there are
location-specific tactical constraints and other business rules that the
client needs to adhere to while planing for promotion. It was important,
Nitin thought, to strike the right balance between the promotional
strategies and the operational mandates and try to bring out the
maximum ROI.
Finally, Nitin briefed his team on the challenges faced by this pharma
client and challenged them, “We need to help our customer make the
right decisions in the entire brand lifecycle. This entire process should
take less time than the current eight to 12 weeks.”
• “Make–to-stock” re-defines the way different data inputs from
existing systems and targeted business rules plug into a proposed
platform that will generate insights and relevant call plans for targeted
sales.
• “Make-to-order” solutions involve streamlining existing processes to
make them agile enough to take targeted sales requests with minimal
operational lag.
Cognizant’s Enterprise Analytics Team presented both approaches to
the client. Comparing both options, the client executives opted for the
make-to-stock option, with some make-to-order benefits integrated
into it.
The team decided to focus their efforts on creating a platform that
could do the following:
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