Pharmaceutical distribution and sales through a comprehensive geo-information system

Objective

To increase the efficiency of medicine distribution and availability of medicines for patients, to clarify the parameters of the "last mile" before purchasing a drug, and to evaluate the effectiveness of field staff.

Context

Marketing Logic has developed a comprehensive drug distribution and sales system for the Novartis pharmaceutical company. The use of geo-marketing technology and big data analytics helped increase sales and drug availability for patients.

Solution

To meet the objectives laid out for the analysts, we have developed a high-tech platform based on Atlas GIS for the Novartis pharmaceutical company. Geodata analysis, as well as information on infrastructure, sociodemographic characteristics of districts and neighbourhoods, and data on the density and location of healthcare facilities, pharmacies and pharmacy chains, combined with the information from the company's medical representatives, make it possible to project demand for each pharmacy link and identify the true need for a drug. The capacity of hospitals and clinics and patient profiles are also taken into account. If required, the interface displays various indicators in the most intuitively understandable "heat map" format. The implemented system ensures a smooth and targeted supply of medicines to patients and reacts flexibly to changing needs.

What are the key parameters assessed by the system, and how does it help to optimise business processes? By analysing dozens of depersonalised parameters (social and demographic data, traffic, transport routes, the location of healthcare facilities, their profiles and scope), the solution analyses demand and keeps targeted records of patient needs to ensure quick delivery of pharmaceuticals in the required quantities to pharmacies and pharmacy chains, reducing the time patients wait for their medication. The implemented solution also reduces stock levels in pharmacy chains and reduces the financial and time costs for all participants in the pharmaceutical supply chain.

For patient convenience and to make navigation possible, the platform features a mobile app with a geo tracker. The app shows the availability of the medication at the nearest pharmacy, builds the best route and allows you to order the pharmaceuticals to your home if needed and if storage conditions allow. “Novartis is a very responsible partner. In the two years we have been working on the project, we have always kept in mind the stringent requirements for the predictive accuracy of our models and analytics, as well as the social importance of the project. We see the task of providing Russian patients with affordable medicines as one of the most important ones, and we are ready to continue working in this direction so that as many people as possible can get the medicine they need quickly, wherever they are.” Dmitry Galkin, Managing Partner, Marketing Logic

Result

As a result of the project implementation, the pharmaceuticals' availability to patients is improved, and the manufacturing company is able to assess the efficiency of each stage from production to purchase of the drug as precisely as possible, using depersonalised data. The analysis includes evaluating the work of field staff, the prospects and effectiveness of interaction with healthcare facilities, pharmacies and pharmacy chains, and monitoring the "last mile" before a pharmaceutical is purchased. We cannot release specific figures, they are protected by the NDA, but upon your request, we are willing to share all types of analysis and potential results within the values of our proven experience, either in anonymised form or using your data as an example.