A network is worth as much as the territory it is designed on.
Who covers what, how often, on which targets: decisions that make the difference between an efficient network and one that scatters.
The right network on the wrong territory does not deliver.
Even the best-selected network produces little if it is poorly distributed: over- or under-covered territories, targets assigned by geographic inertia instead of potential, visit frequencies identical for very different doctors. Territory design and activity planning — sales operations — are what turn a network into a productive system.
It means allocating reps where potential is highest, defining call plans consistent with the value of the target, and measuring coverage in order to correct it. It is work of data and method, not intuition.
Allocation of the network across the territory according to potential, not just geography.
Definition of visit frequencies and priorities consistent with the value of each target.
Use of the proprietary database to map doctors, facilities and potential by area.
Monitoring of what the network actually covers, to correct allocation and frequencies.
Territory planning defines who covers what right from the start.
Over- or under-served territories need to be rebalanced on potential.
Visit frequencies consistent with the target's potential, not uniform.
Monitoring of real coverage for informed decisions.
Territory planning requires data on the potential of doctors and areas. Merqurio has it: the proprietary database — 300,000 professionals, 250,000 doctors — maps doctors, facilities and potential with a level of detail that a network working blind does not have.
Added to this are the tools to monitor coverage and thirty years of operational knowledge of the Italian pharmaceutical territory.
