Laboratoires Théa is an independent pharmaceutical company specialising in the research, development and marketing of ophthalmic products. Created in 1994 from an R&D start-up company, Théa has played an important role in the latest pharmacological advances and in less than 10 years has risen to become the leading independent eye-care group in Europe.
Headquartered in Clermont-Ferrand, France, and present in over 65 countries, particularly in Europe, North and Sub Saharan Africa, South America and the Middle East, they now have nearly 800 employees worldwide.
Arnaud Pierrot is the CRM Manager and leads major IT projects for the Sales organization. He chose BIME’s Cloud BI for Thea’s analytics about a year ago.
Here is his feedback.
“In a context of exponential growth, with our workforce having grown from 20 to nearly 800 employees across the world today, IT resources have been focused on supporting the growth of the company: maintaining IT infrastructure while adapting to the growing pace of subsidiaries opening up, and addressing their most urgent needs.
From a business perspective, there was no BI Project to track sales and marketing activities. The sales department was working with an external Service Provider who supplied them with summary dashboards built in Excel, which did not allow detailed analysis. “
In order to provide a more comprehensive and personalized performance analysis to the teams in needs of information, Arnaud Pierrot began to look for a modern mobile Business Intelligence solution, capable of responding to three major requirements:
a limited budget
limited IT resources
an "iPad only" equipment program for the pharmaceutical sales reps put in place by the Sales Department
Arnaud completed several proof-of-concept projects with different BI platforms but was not satisfied with the results. Then, he started using BIME which was able to meet his 3 key requirements. "BIME allowed us to stay within our budget guidelines, and the flexibility of the tool allowed us not to bother our IT department too much. That’s when we realized we had found the right solution" he says.
Some the newly analyzed data made available to the 70 pharmaceutical sales reps includes detailed tracking of doctor’s prescriptions which empowers each one of them to better understand their market, by product, geography, and type of prescriber. It then became possible to quickly adjust promotional efforts and messages based on the results of these analysis. Pharmaceutical Sales reps are now better informed about the potential for prescriptions in a given geographic area, with the most prescribed products, and all this compared with competing laboratories,... etc.
"Previously, our teams were frustrated by not being able to simply access the data when they needed to" adds Arnaud.
Also, with the launch of their "iPad only" program, pharmaceutical sales reps are only equipped with a tablet. BIME’s service being 100% cloud greatly influenced Arnaud’s purchasing decision. "We evaluated Tableau Software and QlikView but the infrastructure needed was too time and resource-consuming, and it wasn’t pure cloud."
"Once we made up our minds to go with BIME, we organized ourselves in two stages. First, we dedicated time to upstream implementation, specifically the scope of data that we wanted to analyze. Second, we spent some time to define how our teams will be handling the solution.
The raw data is provided monthly as a text file with several million lines. We worked on the transformation of this data for a few months. Once the structure of the data was ready and connected to BIME, creating analysis and dashboards was extremely fast. In less than a month, and without someone working on it full time, we created all of our dashboards. These were presented to the Regional Directors as part of a seminar. We didn't even need dedicated training. We were immediately able to use and customize our analytics."
Today, BIME dashboards are being used at least once a week by each team member. They really like the ease of use of the dashboards, the fact that calculated measures can be updated without any complex code and having a BI solution built for the mobile world.
According to Arnaud Pierrot, what has changed the most in the decision making process since using BIME is the enthusiasm for analysis that many users have been able to develop through BIME. They are coming back to him regularly for news of future updates to the underlying data.
"In terms of ROI, we don’t go through the external company that used to help us to create some of our dashboards anymore, so we were able to maximize it. Everything is much more automated and carried out in-house to be closer to the local needs. What was very important for us was to reach the standard level of the pharmaceutical industry in terms of reporting to our operational teams. We now have an innovative solution that meets the needs of our pharmaceutical sales reps even though we had limited resources to start with. "
The next steps? “In terms of usage, we will continue to roll it out to the rest of our European subsidiaries. As for analytics, we will connect BIME to Salesforce to maximize cross-analysis between market data and trending performance of our business units.”
"What I appreciate in BIME is the quality of the exchange with the sales and technical teams, and them taking into account our feedback... and the fact that the story for both our companies is quite similar. BIME’s growth echoes our own development and we understand each other"- Arnaud Pierrot.
A big Thank You! to Arnaud Pierrot for his testimonial and congratulations to the Laboratoires Thea Team for a fantastic success story.