Sales Measures do not fit all: A little bit of everything

Laura Khachan (1) , Maïté Rateau (1) , Laurent Cappelletti (2, 1)

1 ISEOR - Institut de Socio-économie des Entreprises et des ORganisations
2 LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action

Going from our motivational background as internal intervener, we highlight the problem of performance indicators adapted in the pharmaceutical industry to measure the performance of Medical Representatives (Med Reps). We review the Balanced Scorecard and the management control performance logic. In our research, we use the socioeconomic intervention to help us get rid of traditional performance measures. Our intervention research cracks the code of the prescription drug cycle in the aim of providing a better understanding of the performance measures that should be adopted to deliver a holistic view of performance. We detect dysfunctions in the cycle of transformation called Prescription Drug Cycle PDC and we come up with baskets of solutions. We conduct socioeconomic projects to reduce dysfunctions in the PDC and simultaneously add value to the performance measurement system and performance indicators locally and globally. The indicators entail the extrinsic and intrinsic motivators, the short-and long-term results, the behavior and the outcomes of performance at the local and global levels of the organization.

Mots clés: Med Reps; Prescription Drug Cycle PDC; Socio-Economic Intervention-Research; Performance Measurement; Pharmaceutical Marketing

Domaines: Gestion et management

Laura Khachan, Maïté Rateau, Laurent Cappelletti. Sales Measures do not fit all: A little bit of everything. Colloque ISEOR - ODC - ISODC, Jun 2020, Lyon, France. ⟨hal-02888080⟩