Sales force effectiveness in Indian pharma is still measured largely by activity: calls per day, coverage percentage, doctors met. These are easy to count and comforting to report, and they correlate weakly with the only number that matters, prescriptions.
Activity is an input, not an outcome
A high call average across low-potential HCPs is busy, not effective. Effectiveness starts with targeting: are the right doctors, in the right segments, being seen at the right frequency?
The metrics worth tracking
Targeting accuracy (effort vs potential), effective frequency by segment, prescription-intent movement, switching risk and Rx pull-through per territory tell you whether the field is actually shifting the market.
Connect field effort to Rx
The reason SFE stays stuck on activity metrics is structural: field and prescription data rarely share a key. Connect them and effectiveness becomes measurable, and improvable.
How Ichelon helps
Our channel-engagement practice builds Rx-linked field infrastructure, and the Pharos commercial suite (RouteIQ, RxFlow, Signal, Gate, Pulse) operationalises it, from priority-scored routing to territory-level prescription intelligence.
Ready to apply this thinking?
Start a pilot project and evaluate Ichelon's quality within one delivery cycle.