IM Associates – Healthcare Experts

Sales Incentive Plan (SIP): objectives & bonus setting

for pharma

Visit our website: http://www.im-associates.eu/

What is in it for you?

You are responsible for a sales team or commercial department…

… And you are looking for a data-driven, factual, objective & fair approach
to set sell-in & sell-out objectives per sales rep

You strongly believe that objective setting is part of a process…

… based on multiple variables such as company priorities, targeting, brand
strategies and growth potential

You want to set ambitious but motivating sell-in & sell-out objectives for
your team…
… to fully exploit missing potential in all transparency

You need to set up a powerful incentive plan & bonus system…

… taking into account YOUR definition of performance, while maintaining a
high motivation level

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Challenge the way you set sell-in & sell-out objectives & reward your sales force

Typical questions when challenging your way to set (brand) sell-in

& sell-out objectives & reward your sales force:

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A flexible framework to drill down national sell-in & sell-out objectives to territory level…

From national to individual sales objectives per territory

(sell-in and/or sell-out)

› IM Associates analyses and advises on all steps of the process:

› Forecasting;
› Translating ex-factory objectives into in-market objectives;
› Work out sell-in and sell-out objectives;
› Transform annual objectives into cycle objectives.

› Different methods can be used to divide national targets in territory level targets.
› IM Associates proposes a very flexible frame in which we integrate diverse criteria,
such as missing potential, growth rates, targeting impact,…

?
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… combined with a powerful incentive plan & bonus system!

A powerful bonus system reflects your vision on performance, and

impacts the behaviour of your field force

› Our approach is comprehensive and customizable. Our expertise in bonus setting &
rewarding is supported by a long track record. We help you design and implement
your Sales Incentive Plan.

› The Sales Incentive Plan (SIP) project consists of 4 different steps:

› Analysis of your current Sales Incentive Plan;
› Performance definition (KPI workshop);
› KPI description & measure (i.e. description of data source, measure, calculation rules);
› Incentive plan design (performance rewarding, payment curves).

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IM Associates’ approach to set smart sales objectives & reward your sales force

IM Associates has put in place a data-driven approach to

implement your Sales Incentive Plan

› Sell-in and sell-out driving KPIs will be listed during a management stakeholder
workshop.

› Multiple input data are gathered to measure the different KPIs on sector level and
their impact to distribute growth contribution:
› KPIs can positively or negatively impact every sector’s contribution to growth;
› KPIs will be weighted to define exactly to which extent every sector should contribute to the
national growth.

› We design a bonus system motivating your field force to increase its performance.
Your future incentive plan optimizes the way to use your financial envelope to reward
your field force, depending on their ‘Realized vs Target’. Typical topics to deal with:
› Objectives purely based on sales results, or should we also include sales drivers in our KPIs?
› Annual sales objectives or sales objectives per sales cycle?
› Do we foresee the possibility to catch-up with objectives and incentives throughout the year?
› Which pay-out curve to apply to maximally steer behaviour and reward over-performance?
› …

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Impact of our approach

The entire Sales Incentive Plan is part of a data-driven and

transparent process, and reflects your vision on
performance. Our approach is applicable to sell-in & sell-
out objectives & results.

Your national (brand) growth objectives are distributed

between your sales territories based on a methodology,
reflecting historical results and missing potential.

Your bonus system objectively and fairly rewards your

field force, and makes sure your financial envelope is used
optimally to keep your team challenged and motivated.

Our approach is flexible and therefore applicable to all

types of commercial structures, varying field force sizes,
different product life cycles,…

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Why choose IM Associates in this context?

We have a long track record supporting OTC /

OTX companies in designing & implementing
powerful Sales Incentive Plans: from the design
of the plan to the implementation with the
field force.

Our approach is data-driven and reflects your

vision on performance. We build a powerful
Sales Incentive Plan thanks to your data by
turning them into concrete and actionable KPIs.

We help healthcare companies achieve their

(growth) objectives. We want to be impactful
to make sure that correct and effective
decisions will be taken.

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 You want to know more about this
topic? Contact us!
Bart Bierinckx bbierinckx@im-associates.eu

+ 32 (0) 473 89 52 43
CEO

Romain Liétard rlietard@im-associates.eu

+32 (0) 471 68 28 32

Senior Consultant

IM Associates assures effective decisions are taken in the complex healthcare environment.
We build trust by assisting healthcare professionals in approaching their markets with continuous innovation in order
to achieve optimal results.

Our corporate values are Trust, Excellence, Impact, Inspiration and Persistence.