A leading pharma company switches to xOne to launch a new oncology brand
A top-10 pharmaceutical company committed to delivering innovative medicines to patients with serious diseases came to XSUNT with a challenge. An oncology brand launch was on the horizon, and their existing field reporting tools weren’t meeting their needs.
Fragmented platforms and unreliable data slowed the team down and harmed performance. Their tools delivered delayed, inconsistent data refreshes, failed to connect data sources, apply business rules, and provide the actionable insights they needed to drive prescription growth. This made it difficult to measure sales force performance and complicated cross-brand comparisons.
With limited visibility into what was happening in the field and inflexible platforms, commercial teams couldn’t respond as quickly to market shifts as they needed to. This challenge became even more pronounced during fast-paced launch periods, when leadership needed fast answers about HCP targeting and execution reach and frequency.
“During launches, the faster you can have that information – not only for leadership discussions, but also for the sales team – is what leads to success,” said the Associate Brand Director.
“The launch was a big opportunity to start from scratch with a new tool,” explained the Executive Director of Commercialization Analytics. “The lack of flexibility in other tools made us less reactive, and it took more time to execute on new strategies. We were looking for something that would support the launch as we wanted it to, versus fitting the launch into the tool.”
They came to XSUNT because they needed a customizable solution that would help sales representatives prepare for calls with the most up-to-date information at their fingertips, while also supporting business planning.
xOne enables reps to focus on the right HCPs and messages to support behavior change and growth
xOne consolidated performance and execution data in one platform, enabling the field force to plan calls with minimal effort and helping brand and sales teams align on common strategies.
Sales reps now have a true gauge on providers, competitor product usage, and specific indications. “By and far, this is the highest level of detail and access to data that we’ve seen in any tool,” said a Sales Specialist.
xOne surfaces unexpected insights about doctor behavior that sales reps might otherwise miss: “The tool allows you to filter through all of your customers in different capacities, and you may uncover opportunities that you weren’t aware of at the top level when doing your initial routing. Then you can identify a customer or account that may be the diamond in the rough that provides that win you weren’t anticipating,” explained a Sales Specialist.
Additionally, the data revealed that 10-20% of HCPs in large territories thought to be non-users started prescribing their product, which prompted reps to change their routing and have different conversations.
Through proactive vendor collaboration, XSUNT provides daily and weekly updates, ensuring users always have access to the latest reports and insights. The platform’s analytical tools, including dashboards, scorecards, and diverse visualizations accelerate decision-making through an intuitive interface.
Uniform views across the brand and sales team increase trust and confidence in the data while supporting collaboration. And automated data export capabilities increase productivity by facilitating quick sharing and analysis.
For home office users, xOne helps validate questions from the field, assess strategy, and adjust accordingly – while quickly translating brand priorities to the sales team.
With necessary data at their fingertips, reps can easily prioritize high-value HCPs and bring them the right messages to drive prescription growth. They walk into meetings with doctors feeling confident, can understand objections, and can educate them – ultimately helping more patients live longer and have a better quality of life.
The company rolls out the platform across global teams following the successful launch
After piloting xOne with the oncology brand and achieving a multi-billion dollar launch, the company expanded the platform across all business units and brands because it continues to fit their needs as priorities evolve. In that time, xOne has added countless capabilities, data insights, and features – including integrating with the company’s CRM platform and claims data vendor.
Today, xOne is the platform of choice for all field reporting needs. Restricting access to certain information for sales teams while keeping it front and center for home office users has helped the company scale it across the organization while maintaining compliance.
While other tools imposed constraints, xOne has enabled users across various business units – from Business Insights and Analytics, Data Strategy, Sales Operations, and Incentive Compensation, to Brand – to implement their vision and connect the data as needed.
“What truly sets them apart is the speed and flexibility with which they can adapt to our needs. When marketing wants to launch a targeted initiative, XSUNT enables us to act quickly – often within days – rather than waiting months. We tried doing this with other tools, but it would take them six months to implement changes. That kind of responsiveness allows us to move with the market and make timely, data-driven decisions,” said a Commercial Analytics Lead.
Generative AI pioneers a new era of pharmaceutical sales
Today, xOne’s generative AI capabilities enable easy navigation and faster decision-making – which is particularly helpful for field users who need to access critical market insights on the go. Beginner users can now work like advanced users, quickly finding niche opportunities.
“With the AI capabilities, it’s not just about getting in front of the right customer. It’s about getting in front of the right customer, at the right time, with the right message. That’s what we want from a brand standpoint – we want our reps to work smarter, not harder,” concluded the Associate Brand Director.
