Revenue Potentials in Pharmaceutical Sales

Revenue Potentials in Pharmaceutical Sales
based on
Reply Pharma AI Business Cases
and the
SAP Business Data Cloud


Straight to the demo?
Here's the link to:
Revenue Analysis
Potential Analysis
Revenue Simulation
Persona
Maria Medico
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
Introduction Revenue Analysis
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.
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
Introduction Potential 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
Introduction Revenue Simulation
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.
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
Summary
Solution Impacts
Increase Sales
Revenue by 12%
Discover Potential
of New Markets
Simulate Outcomes
to increase Sales
Key Components of SAP BDC…
… connect data from SAP and non-SAP systems. Whether in the cloud or on-premise - always within a unified, secure, and business-oriented data landscape.
Intelligent Applications
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SAP BW Modernization
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Planning/Analytics/AI
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Databricks
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Ready to boost your sales performance with SAP BDC?
Get in touch with our experts
Andreas Nüchter
REPLY SAP CX and BTP Expert
E-Mail: a.nuechter@reply.de
Thomas Zachrau
SAP Business Data Cloud
E-Mail: t.zachrau@reply.de
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Reach out to Thomas
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