Which best performance indicator we should use?

1. Tawfik Eweda
Pharmacist, MBA, DBA, Foundation of
International Board Certified Trainer

2. Incentive strategy
Which performance indicator we should use ?
• Market share ?!!
• Market share growth ?!!!!
• Sales growth ?!!!!
• Sales budget?!!!

3. Benefits of using a Market share
based incentive scheme
• It is very useful in the competitive environment
• Helps in MBO (Outcome based) –incremental sales
• Useful when the company is marketing oriented –matching
its vision
• Highly discriminatory between good and poor
performers(not just sellers)
• Transparent to the field force

4. GP & Specialty products with clear
territory level ims data
Use market share/market share growth grid

5. • Hospital products with
NO clear territory level
ims data
Use sales growth vs. Budget

6. • For market leaders with
>80% MS
Use sales growth vs. Budget

7. • For launch product
• Commission per unit sold (or per %
market share point increase)
• A product should be considered “new” up
to 18 months after launch
• Commission could be higher during the
first months after launch to emphasize its
promotional priority

8. Tawfik Eweda
Pharmacist, MBA, DBA, Foundation of
International Board Certified Trainer
http://pharmamentorplus.blogspot.com.eg/2013/11/pharma-mentor-plus.html
https://www.facebook.com/groups/pharmamentorplus/?ref=bookmarks
tawfeeke@gmail.com