Revenue Potentials in Pharmaceutical Sales
based on
Reply Pharma AI Business Cases
and the
SAP Business Data Cloud
Persona
Maria Medico
Head of Sales at Pharmaceutical Company
Focus area: Pulmonary Fibrosis
Head of Sales at Pharmaceutical Company
Focus area: Pulmonary Fibrosis
Which KPIs and insights does Maria aim to derive?
Current revenue by region
Revenue potential vs. current revenue
Revenue simulation based on region and visit frequency
Maria starts her analysis by opening the Geo Analysis. Her goal is to identify which regions of Germany generate which level of sales revenue, depending on visit frequencies.
In the initial map view, the colors represent each federal state’s share of total sales revenue: red indicates relatively low sales revenue, while green indicates high sales revenue.
Each point on the map represents a hospital or pharmacy - in other words, a customer. The color intensity of the points reflects the number of visits to that customer: darker shades indicate more visits, lighter shades indicate fewer.
In the initial map view, the colors represent each federal state’s share of total sales revenue: red indicates relatively low sales revenue, while green indicates high sales revenue.
Each point on the map represents a hospital or pharmacy - in other words, a customer. The color intensity of the points reflects the number of visits to that customer: darker shades indicate more visits, lighter shades indicate fewer.
Top Performers
- Bayern and Nordrhein-Westfalen lead the pack with the highest sales revenue
Lagging Regions
- The reddish-colored states have comparatively lower sales revenue
Sales Strategy
- Some states have many dark dots, indicating frequent customer visits (NRW and MV)
- Other states have fewer, less frequent customer visits (Bayern and BW)
Sales Figures
- User can see at a glance which federal states are the frontrunners and where there is still untapped potential
- Exploration of the relationship between sales revenue and visit frequency
- Zooming in on individual regions to gain more detailed insights
See the dashboard in action 🎥
Watch the demo here Revenue Analysis
While sales revenues by federal state give Maria a quick snapshot of current performance, they provide little insight into where sales revenue potential may be underutilized.
To close this gap, Maria wants visibility into the potential sales revenue for each state and each customer — including not only existing clients but also prospective new ones. With a single click on the “Potential” button, she can access this view.
A map appears, shaded in tones of blue: lighter shades indicate lower potential, while darker shades highlight areas of high potential
Revenue Hotspots
- Bavaria, the state with the highest current sales revenue, also shows the highest potential
- Baden-Württemberg likewise displays strong potential, even though its previous sales figures were only represented in yellow
Potential Unlocked
- Baden-Württemberg shows largest gap and lowest utilization rate, meaning the greatest share of sales revenue potential remains untapped
- Bavaria, while having the highest sales revenue and the highest potential, shows a significantly smaller gap
See the dashboard in action 🎥
Watch the demo here Potential Analysis
How are potentials calculated?
View more
Through the potential analysis, Maria identifies that the greatest untapped sales revenue opportunities are in Baden-Württemberg.
The underlying causes can be explored through a simulation. This simulation calculates how sales revenue would change if the visit strategy in a given state were adjusted.
Using the available data along with the parameters “number of visits” and “existing customers vs. new territory/customer acquisition,” Maria can run a simulation that provides recommendations on how frequently each customer should be visited.
Using the available data along with the parameters “number of visits” and “existing customers vs. new territory/customer acquisition,” Maria can run a simulation that provides recommendations on how frequently each customer should be visited.
Existing Accounts
- The map now shows red and green areas representing simulated sales revenue, Baden-Württemberg remains yellow
- Adjusting visit frequency increased sales revenue by 12%
- A 20% increase in visits in Baden-Württemberg, combined with optimized visit allocation for existing customers, can increase sales revenue by 12%
New Markets
- Certain regions (e.g., Freiburg) show high potential but currently have no customers
- Simulation results show projected visits and sales revenue per region in Baden-Württemberg, Freiburg now appears with points and is highlighted in green
- A 10% increase in visit numbers in Baden-Württemberg, combined with optimized visit frequency for existing and potential customers in Freiburg, can increase sales revenue by 15%
See the dashboard in action 🎥
View more
Solution Impacts
Increase Sales
Revenue by 12%
Discover Potential
of New Markets
Simulate Outcomes
to increase Sales
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Syskoplan Reply
KI-gestützte Entscheidungen mit der SAP Business Data Cloud | Syskoplan Reply
Erleben Sie das Potenzial künstlicher Intelligenz für kluge und zukunftssichere Geschäftsentscheidungen! Mit der SAP Business Data Cloud schaffen Sie eine sichere und effiziente Basis, um KI nahtlos in Ihre Business-Prozesse zu integrieren.