Daiichi Sankyo Europe GmbH
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How to manage sales in an integrated way, from a global perspective down to individual customer visits
Daiichi Sankyo's goal is to become a global pharmaceutical innovator by 2025, particularly in oncology. This requires not only structure, but also extensive information from the markets.
Against this backdrop, the global pharmaceutical company Daiichi Sankyo, in collaboration with celver AG and the SDG Group, has designed and implemented an end-to-end solution. This solution not only consolidates necessary data from a wide variety of sources into clear dashboards, but also enables data-driven decision-making, particularly in the sales and marketing departments.
The Company: State-of-the-art Pharmacy
Daiichi Sankyo Co., Ltd. is a global pharmaceutical company headquartered in Tokyo with offices in more than 20 countries around the world, focusing on cardiovascular products and oncology.
The company was founded in 2006 through a merger of the established Japanese companies Daiichi and Sankyo.
Daiichi Sankyo Europe GmbH, based in Munich, is the client for the project, which aimed to modernize and expand the existing analytics solutions.
The facts at a glance:
✓ End-to-end solution for your business
✓ Planning of national and international goals
✓ Ongoing support from celver/SDG Group
✓ Structured view of relevant data
✓ Geo-analysis for a clearer overview
✓ Greater data transparency
✓ Better control over product launches
✓ User-friendly
The Challenge: Becoming a Global Pharmaceutical Innovator
Daiichi Sankyo’s goal is to become a global pharmaceutical innovator, particularly in oncology, by 2025. To achieve this goal, the company needs comprehensive market intelligence—specifically regarding customers, products, and the performance of its field force. The sources of the data required for this come from a wide variety of origins, so complex integration is first necessary to enable data-driven decisions, particularly in the sales and marketing functions.
The widely varying solutions previously implemented across the various branches should not be discarded, but rather restructured and systematically refined using an innovative, comprehensive approach. This required not only a technically skilled partner, but also a specialist with expertise in pharmaceutical analysis who understands the unique characteristics and specific requirements of this industry.
At the start of the project, the various branches of Daiichi Sankyo Europe displayed their local KPIs in separate dashboards built using QlikView, which did not provide a unified overview at the European level or allow for comparisons between branches. In addition, the branches’ dashboards were often slow, cluttered, difficult for users to navigate, and did not contain all relevant information.
In addition to the obvious improvements in usability, the key requirements for the new dashboards in Qlik Sense were, in particular, the integration of country-specific requirements and market structures into a unified, cross-border European view. The goal was to provide Daiichi Sankyo Europe’s Commercial Excellence division with a unified understanding of the market, product positioning, and all sales and marketing activities—a prerequisite for optimal business management.
The Solution: An Informative Dashboard with a View to the Future
To get an overview of potential system integrators, Daiichi Sankyo Europe issued a request for proposals. As a joint project team, celver AG and the SDG Group impressed the selection committee with their pharmaceutical-specific expertise and extensive experience in integrating pharmaceutical data related to sales performance, activity performance, target customers, customer classification, and much more.
Following a comprehensive GAP analysis conducted by celver/SDG Group, projects for both the European headquarters and the local branches were launched almost simultaneously thanks to the agile project methodology. Working closely with the client, the celver/SDG Group team identified the common elements of the overarching European KPIs as well as the country-specific nuances.
Thanks to the consistent application of information design principles, we have achieved optimal information presentation within the Qlik Sense dashboards. The available information has also been supplemented with additional relevant KPIs, made possible by connecting new data sources.
In addition to the optimized presentation of historical actual figures, another advantage of the new dashboards is the integration of future trends. To this end, complex predictive calculations have been implemented, enabling forecasts of future trends. This now allows users not only to look back at the past but also to look ahead to future trends and corresponding market trends, which significantly enhances the value of the tool.
These attractive map visualizations are used to analyze gaps in coverage and sales clusters, and they provide a geographic representation of the market shares of the company’s own products and those of its competitors.
Thanks to celver/SDG Group’s holistic approach, a comprehensive solution was implemented across the company that allows management to track national and international goals, while also enabling pharmaceutical representatives and others to view their personal target visit rates directly at the customer’s site. At the same time, Daiichi Sankyo Europe has found a long-term partner in celver/SDG Group that systematically manages and drives forward all European projects in the area of Commercial Excellence.
In line with celver/SDG Group’s best-practice approaches , the relevant applications and dashboards display only the information that is relevant to the respective user. User acceptance has risen sharply across all applications. “The dashboard for the most recently launched new product, in particular, is highly valued during the current launch phase,” says Dominik Pößl (Commercial Business Intelligence Manager).
“Our mission to deliver innovative medicines to patients is further strengthened by the new visual dashboards,” says Andy Maric (Business Insights and Analytics Manager, Daiichi Sankyo UK), highlighting the development team and the first-rate analytics environment, which he and his team describe as one of the best analytics environments currently available in the pharmaceutical solutions he is familiar with. Due to the project’s short timeline, reliable teamwork, and extensive new insights—particularly the new geo-analyses—the project garnered such attention in the UK that it was honored with an internal corporate award.
With the new application for "Nilemdo/Nustendi," celver/SDG Group has created a dashboard that tracks and manages the market launch of these new products in real time:
- How is market share developing compared to previous product launches?
- Where are clinical trials still ongoing, and where has the product already been approved?
- Which doctors/pharmacies have already started selling it?
Furthermore, by using the celver/SDG Group’s pharmaceutical solution, all activities and entries from the CRM are available to all stakeholders in the Qlik applications, ensuring greater data transparency and, as a result, better management of the sales force.
The Pharma Analytics solution from celver/SDG Group also integrates comprehensive geographic analyses—ranging from a national overview down to the granular level of individual ZIP codes, with 1.7 million geolocation points. The overlay of sales data and sales activities is performed entirely dynamically through the use of high-performance geometric algorithms (Voronoi algorithm).
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