Business Issue
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Analytics’ growing importance in sales and marketing
Companies today thrive on managing and interpreting customer data, and the life sciences industry is no different. The sales and marketing operations at these companies need an in-depth understanding of the customer base and must have metrics that deliver insight to identify market trends and changes.
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The Problem
Finding meaning in a sea of data
Phadia, now a part of Thermo Fisher Scientific, makes leading medical diagnostic products for allergy, asthma and autoimmune diseases. This division of Thermo Fischer Scientific employs a national sales force aimed at primary-care physicians and labs—it resembles a pharmaceutical company’s sales force but operates in different ways.
A couple of years ago, its sales model was helping it grow, but Phadia’s analytics capabilities were not keeping up.
The Solution
Building dashboards that delivered insight
ZS and Phadia identified the most important metrics, and aggregated data sources and internal information using ZS’s ARTiS platform. In total, the changes were striking:
- ZS integrated more than 80 data sources.
- Strong data-governance procedures ensured quality.
- Dashboards tracked performance on the most important metrics.
- Streamlined, automated data management reduced turnaround time and errors.
The Results
An empowered sales force and lower costs
The ZS solution delivered greater insight while keeping a lid on expenses:
- ZS’s dashboards enabled Phadia’s salespeople to identify and profile their top customers.
- Scalable technology allowed for future expansion.
- Operational costs for data operations fell 25%.
- Cycle times for project turnaround dropped 70%.