Proxima Cloud CRM Success Stories: GSK Ukraine. Country: Ukraine
GSK is one of the leading international research-based pharmaceutical companies headquartered in the United Kingdom. The company works across key therapeutic areas, including respiratory diseases, antiviral therapy, antibacterial therapy, dermatology, and vaccines.
GSK has been present in Ukraine since 1994 and views the Ukrainian market as an important area with high potential. The company’s portfolio in Ukraine covers a broad range of medicines.
The company actively implements modern approaches to business management, improving field team efficiency and expanding patient access to innovative medicines.
BUSINESS CHALLENGE
GSK Ukraine needed a tool for more accurate, flexible, and data-driven management of territories, field teams, and market analytics across all business units of the company.
Before GeoForce implementation, a significant part of the processes was based on Excel and manual data processing. The company did not have a tool for analyzing sales at the level of individual medical representative territories or for assessing the competitive environment within field team areas of responsibility.
The company needed a solution that could:
- support flexible territory management without being limited only to administrative divisions;
- integrate Sell-Out data directly into territory structures;
- provide sales and competitive environment analysis at the level of custom bricks;
- help balance workload among medical representatives;
- support territory re-alignment, team restructuring, and quarterly territory reviews;
- provide transparent analytics for management decision-making.
SOLUTION
PRODUCTS IMPLEMENTED:
- Proxima Cloud CRM — a next-generation CRM with ready-to-use modules for effective territory management.
- GeoForce — a geomarketing module.
- Sale Out — a study by Proxima Research that calculates the volume of pharmaceutical product sales from pharmacies “directly to the end consumer.”
Since 2019, GSK Ukraine has been using GeoForce as a strategic platform for territory management, market analytics, and improving field force efficiency.
GeoForce became a single environment for:
- territory management and balancing;
- KPI control and field team performance monitoring;
- market data integration;
- sales and competitive environment analysis;
- resource planning and optimization;
- supporting restructuring and changes in field teams.
A key advantage of the solution was the ability to create highly detailed customized territories and integrate Sell-Out data into them. This enabled GSK Ukraine to analyze not only overall market dynamics but also the real performance of each territory, team, and product area.
A separate value for GSK Ukraine was the ability to create different versions of maps and territory structures for specific product areas and business units. This allows each team to work with a relevant competitive environment and adapt the territory model according to the specifics of its portfolio.
GeoForce also supports historical versions of territories and team structures. This allows GSK to store, compare, and analyze different territory split models, which is especially important during restructuring, team changes, or reviews of market coverage approaches.
RESULTS
The implementation of GeoForce enabled GSK Ukraine to move from manual data work to a more transparent, flexible, and data-driven approach to field force management.
Key results include:
- transition from Excel and manual data processing to a centralized platform for territory analytics;
- the ability to analyze sales and the competitive environment at the level of custom microterritories;
- greater transparency of field team operations;
- improved quality of territory planning and balancing;
- stronger KPI control and medical representative performance management;
- more accurate targeting and market coverage optimization;
- support for territory re-alignment, restructuring, and new product launches;
- faster management decision-making based on market data.
An especially important result was granular market visibility — the ability to see market potential, sales, and the competitive environment not only at the national or regional level, but also at the level of individual medical representative territories.
For GSK Ukraine, GeoForce became not just an analytical tool, but a platform for supporting management decisions in processes such as territory planning, performance reviews, resource allocation, field team performance evaluation, and organizational change management.
TEAM SPIRIT
Today, GeoForce is used by the entire GSK Ukraine field force team, including around 50 medical representatives and up to 10 regional managers.
CONCLUSION
The partnership with Proxima Research provided GSK Ukraine with a strategic platform for data-driven field force management.
GeoForce helped the company increase transparency in field operations, obtain deeper territory analytics, assess market potential more accurately, and make faster, well-grounded commercial decisions in a highly competitive pharmaceutical environment.
The long-term use of GeoForce confirms the platform’s value as a flexible tool for territory management, market analytics, and improving the efficiency of GSK Ukraine’s field force.
Learn more
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Go to the Proxima Cloud CRM Customer Success Stories section
