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Friday, 11 July 2014 01:44 - - {{hitsCtrl.values.hits}}
Hemas Pharmaceuticals is a leading importer and distributor of pharmaceutical, surgical, and diagnostic products in the Sri Lankan market for over six decades. It has helped shape the country’s health care industry implementing world class, innovative systems, coupled with extensive reach.
In a bid to further enhance its productivity and services, Hemas Pharmaceuticals identified the need for an IT application that could structure the business process at the field itself, reducing back-end activity and enabling salesmen to focus on sales, and in turn, serve their customers better. The company also concluded that providing its sales team with instant access to important information would help them perform better.
Hemas selected Axienta as its preferred supplier to deploy a mobile dealer sales force automation solution. The decision was based largely due to its business expertise and deep understanding of the industry and the market. Added to this is also the fact that its solution featured a range of essential sales tools that met current requirements.
Hemas Pharmaceuticals Ltd Managing Director SanjeewaSamaranayake said, “We were determined that a new sales force management process needed to be created, to provide for an efficient replacement of the current solution with which we faced many issues, while providing greatly increased functionality.”
“Everyday we send out a large force of salespeople who make a difference to both our business and customers. We needed to provide them with the best tools at their disposal. In addition, our need to be connected on a real-time basis was also growing by the day,” he added.
Speaking of the solution itself and its outcome, he said that some of the desired functionalities delivered included reducing duplication of effort and data entry giving more time on the field, pre-call and objective driven account planning, market intelligence collection, sales performance measurement and detailed reporting of sales activities that allow managers to measure their reps’ performance against objectives, promotion execution planning and more efficient order processing based on accurate seasonal and historical sales data by customer.
He said, “We were able to access online real time data that had high accuracy, which enabled comprehensive up to date and detailed customer information being available at all times. It also gave us value added information to key stakeholder groups headed by the agency, through direct access to the system. We handle large volumes of important information, which were made available to us at the press of a button. The solution also helped us tremendously in efficient stock control, a crucial factor owing to the very nature of pharmaceutical products.”
Outlining the systems deployment Samaranayake said, “As we were developing the application we were pleasantly surprised to note that what we thought would take a lot of time was completed much sooner, allowing us to quickly add capability to the application. Our relationship with Axienta has been a positive one overall. It has demonstrated flexibility and an invaluable ability to cover the key functional aspects.”
He concluded saying, “The results we reaped through this system strengthened customer relationships, enhanced sales effectiveness, optimised data quality, improved marketing performance and mitigated risks. We also experienced a substantial reduction to operational cost of information. The use of this application has helped us to significantly enhance our competitive position, while at the same time delivering tangible benefits to our partners.”
