Polfarmex S.A., one of the largest Polish pharmaceutical manufacturers, has decided to implement the Emigo system. The implementation covered three divisions: medical, pharmacy, and Key Account. It includes central and regional sales and marketing management and approximately 180 mobile representatives.
Emigo helps Polfarmex S.A. precisely target doctors by segmenting them by specialty and other criteria. Representatives visit mainly those doctors whose professional profiles and interests align with the campaign’s assumptions and goals. “Thanks to Emigo, for each campaign carried out within the sales cycle, we can precisely select a target group that not only nominally but actually shows the best cooperation results. We reach those we should reach – and only them. This means representatives optimally use their working time,” says Mariusz Wilczyński, Management
Systems Support Manager. Emigo helps Polfarmex S.A. plan visits and conduct them efficiently. Medical representatives can quickly conduct surveys and record reactions and answers to key questions, choosing from pre-prepared answers instead of writing. Instead of looking for additional information, they can provide it immediately using the contextual knowledge base. For pharmacy representatives, Emigo shortens order acceptance time, facilitates finding promotions that best match client preferences, and allows ordering for multiple pharmacies at once.
Shorter visits enable more doctors and/or clients to be visited in a day, increasing reach and sales. Polfarmex S.A. marketing management can now monitor doctors’ reactions to presented messages in real time. The ability to modify the message during the campaign is one of the key benefits of the Medical Division’s implementation. “Emigo allows for convenient data entry during meetings, and synchronization occurs right after. This allows for increasing marketing actions’ effectiveness daily,” emphasizes Michał Zaremba, Business Development Director at Sagra Technology.
Polfarmex S.A. benefits from the Ipocrates service within the Emigo system implementation, ensuring that doctors and healthcare units visited exist, and their contact details and working hours are current. “Thanks to Ipocrates services, contact details are always up-to-date. There’s no chance of two representatives visiting the same doctor independently during the same cycle,” says Marcin Koch, Implementation Director at Sagra Technology. Emigo replaced the CRM system using notebooks as representatives’ work tools at Polfarmex S.A. “Our previous system used a web application, which practically did not allow representatives to work efficiently during visits. Emigo, on the other hand, works on smartphones. The convenience and miniaturization eliminated office work after hours, optimizing visit times during the day,” says Mariusz Wilczyński, Management Systems Support Manager. In the Integra system implementation, Polfarmex S.A. connected its distributors’ warehouse systems. Orders from the field are immediately delivered to regional wholesalers and confirmed back. “Integra confirms orders directly in distributors’ IT systems, so clients know they will receive their goods on time,” says Marcin Koch, Implementation Director at Sagra Technology.
Sales management at Polfarmex S.A. can analyze stock levels at each distributor and compare them with current sales rates thanks to Emigo. “A quick look at the standard report tells us how many days of sales the goods in the warehouse will cover. Emigo gives us a simple yet very effective tool to prevent shortages in the distribution network. We also see the quantities and value of distributor resales in real time, supporting our representatives’ performance assessment,” says Mariusz Wilczyński, Management Systems Support Manager.
