The pharmaceutical industry is a highly regulated business that demands precision and compliance. Pharma companies' sales models are highly dependent on their field force, or medical representatives (MRs). MRs visit doctors, chemists, and stockists to promote products, distribute samples, and collect valuable market insights. All these activities demand efficiency and compliance, and are difficult to track using traditional methods. However, automation tools like Keacyte have made it easy to track GPS data and gather location intelligence through its Daily Call Reporting (DCR) module
GPS tracking has emerged as a game-changer in pharma field force accountability, as it
ensures:
● Real-time visibility and location monitoring of MRs, accounting for transparent
reporting.
● Automation of attendance and visit verification, which has become easy with geo-
tagged check-ins.
● Analysis of traffic patterns, setting up deviation alerts, and advising on efficient
routes to save time.
● Data-driven insights that can help in analyzing sales performance.
● Improved compliance and support for audit trails.
● Real-time locations that can be helpful for managers for effective resource allocation.
● Location information that can also provide assistance in emergencies, ensuring the
safety of the field force.
Real-Time Location Tracking into DCR
Integration of real-time location tracking into DCR will help in obtaining accurate information regarding MRs' activity.
Accurate Location Insights:
Real-time tracking can provide the time and duration of travels, the routes taken by MRs, and verify visit authenticity. This tracking provides a real picture of field activity and eliminates guesswork.
Accurate Activity Durations:
One of the key performance indicators (KPIs) for sales reps is the duration and quality of calls with Healthcare Professionals (HCPs). With GPS linked to DCR, it gives a transparent picture of field activity for a particular HCP, engagement time, and makes it easy for management to gain insights based on the data. It will also identify short visits or idle time.
Eliminates "Ghost Visits":
GPS tracking eliminates the guesswork of field forces’ whereabouts. With geofencing capabilities, it can verify the authenticity of visits. Verifiable data is a critical factor for regulatory compliance and work ethics.
Advantages of GPS Tracking
No False Entries in DCR:
The biggest challenge for management has been tracking "ghost visits," which was
previously impossible to trace with traditional reporting. However, GPS tracking has solved
this problem. GPS can minimize false entries in call reports by adding layers of verification,
such as:
● Geofencing: Virtual boundaries around HCPs' clinics, hospitals, or client locations are
set up in the system. The system can then automatically log when an MR enters and
exits that specific area. This can prevent fraudulent claims for unmade visits, and
managers can also use the data for performance analysis of their team.
Addressing Route Deviations:
Without GPS, reps might take inefficient routes that could cause a waste of time or fuel, and also affect the number of visits. With GPS, pre-planned visits can be scheduled, and reps can take the most efficient routes for their visits based on client location, meeting time, and traffic patterns. This will also allow comparison of a rep's actual travel path against the planned route in real time. Managers can receive alerts when there is a deviation in routes. Optimized travel and unnecessary detouring can be addressed, significantly enhancing the time management of the field force and utilizing their working hours effectively.
Geo-tagged Check-ins:
When an MR "checks in" to a client location (HCP’s clinic/hospital) with the mobile app, the system automatically captures accurate GPS coordinates at that moment. Geo-tagging verifies the field force's location, ensuring call reports are authentic and helping eliminate phantom calls. Managers can also see real-time locations of their team and intervene whenever necessary.
GPS-based reporting is a foundation of modern pharma strategy, as it:
● Promotes Transparency: GPS-based reporting provides a clear picture of the daily activities of the field force. This transparency of data is mutually beneficial for management and the field force, where data is recorded and recognized. It helps to plan and organize client visits with better time management. Managers can use data insights for strategic deployment of the field force.
● Strengthens Trust between Head Office and Field Teams: GPS-based reporting encourages a collaborative environment between managers and sales reps. The authenticity of calls, visits, and verifiable data plays a crucial role in accurate performance analysis. It encourages ethical conduct of the field force by minimizing non-compliance risk, and efficient client engagement can support a company's growth and sales objectives.
Keacyte Call Reporting: Ready, Real-time, and Reliable
With GPS integrated into DCR, Keacyte records each visit with geofencing and automated
check-ins. Real-time GPS tracking logs visit locations and durations. It ensures live field
monitoring for real-time visibility of sales reps' movement, with tamper-proof location data
for accurate reporting and increased field force productivity.
GPS-based reporting is a strategic asset for pharma companies to manage and motivate their
field sales teams.