COMPETITIVE INTELLIGENCE REPORT��PROJECT SERVIER
FINAL REPORT – JULY 13, 2023
Prepared by:�CALAMBA, MARY JOY N.�Asian Institute Management�Research Analyst
TABLE OF CONTENTS
PAGE NO.
4
5-8
9-12
13-16
17-20
21-24
25-28
29-32
33-36
CARDIO SEGMENT
Sources
C1.1, Key Findings & Verbatims
C1.2, Key Findings & Verbatims
C1.3, Key Findings & Verbatims
C1.4, Key Findings & Verbatims
C3.1, Key Findings & Verbatims
C3.2, Key Findings & Verbatims
C3.3, Key Findings & Verbatims
P1, Key Findings & Verbatims
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3
SOURCES
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Medical Representative 1 (Pharmacist) | 6+ years | Sales
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Medical Representative 2 | 8+years | Sales |
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Medical Representative 3 | 10+ years | Sales & Marketing |
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Medical Representative 4 | 11 years | Sales & Marketing |
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Area Manager 1 | 5 years | Sales |
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Area Manager 2 | 8+ years | Sales & Marketing |
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Area Manager 3 | 11 years | IT department |
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Information Systems Manager | 5years | Sales |
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Associate Information Systems Manager | 4 years | IT department |
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Senior Medical Representative | 12 years | Sales |
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Category Questions 1.1
5
KEY FINDINGS
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Servier conducts virtual meetings or uses other platforms such as viber, messenger, or calls; the firm also provides ongoing support for its CMEs, webinars, and telemedicine. The CME's assistance is still ongoing, including sponsorships for their travel, allowances, accommodation, and product samples. Even so, the management team has no update of any new interaction formats or channels.
“
Medical Representative 1 (Pharmacist)
"We do virtual meetings, or using other platforms like viber, messenger or calls, Continous padin yung support namin for their CME's, webisnars and telemedicines."
"As of now, no new models of engagement.
For CME they are continously attending their live conferences, seminar para updated sila sa latest advancement sa field nila."
" CRM initiatives, we don't have update from upper management kung magkakaron kami ng CRM, I think medyo malaki din ang budget dito so kelangan nila pagaralan."
Medical Representative 2
"Normally virtual meetings kung may time si Doc para sa presentation namin, then emails for other docs needed, we are also using viber, messenger, whatsapp or personal call kung hindi busy ang mga MD's. "
"Wala naman update ang management about new models of engagement or other platform."
"CRM parang wla silang plano to have this, I believe expensive din kasi toh."
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Area Manager 1
"Since super busy ng mga MD's ngayon due to covid-19 pa din, most of the time talaga virtual meetings nalang ang mga MR's namin, we communicate through email, viber or messenger, if permitted ni doc through personal call."
"Sa support yung CME continious pa din, sponsorships for their travels, allowances, accomodations and product samples."
"No new engagement plans. Same as CRM initiatives."
Area Manager 2
"more on technological basis na sya, video call and everything, sometimes email or DMs for a scheduled virtual meeting or webinars, then meet ups for either special days or emergency" �" sa support namn, dun papasok yung CME na tinatawag such as online courses, webinars, and live events then we let them stay up-to-date sa mga latest medical knowledge" �"Sa model, nothing heard a news about it so hindi ko sure kung meron ba" �"Tulad ng nabangit ko kanina, we run CME para supportahan ang mga Medical Doctors, through providing the necesities for the studies and new developments."
Medical Representative 3
Most of the time, we do communicate through emails pero mas madalas ang virtual meetings lalo na pag may mga new updates or pag urgent tlga at kelangan makausap ang mga MD's we do call them directly.
So far, no updates yet regarding sa new models of engagement and other platform. They attend seminars for some updates
For CRM initiatives, I'm not so sure about it. Pero I think kinoconsider nila it's just that sa budget tlga kc mejo kalakihan ang kailangan for this.
VERBATIMS:
VERBATIMS:
Area Manager 3
"As of this time, we engange through virtual na kase. Tulad ng VC, emails and other social media platform pero minsan on special occasion we interact physically nman like pag may mga meetings or event“�"Interms of support nman, we provide product and clinical trial info. such as safety datas and trial protocols, syempre kasama naron yung assistance.“�"I heard mayrong model na nasa pilot phase pa na program which is naka focus sa hematological and oncological diseases. but as of now their is no update about it pa.“�" We actually runs CMEs in a variety of ways, tulad ng webinar at conferences including na syempre ang online courses where we provide topics with helpful information especially para sa mga MDs“� "about namn sa CRM, as of now we have Patient assistance program which is naka focus sa financial support for patient who can't afford"
Information System Manager
"We do reaches out to MDs individually to discuss some of their specific needs. But to this day we do it digitally, more on techy sides outreach“�"A variety of support is being provided and an example for it is the information of product as well as education including CME oppurtunities" "The only engagement that I can think of which our company looking forward to is Social media type of engagement, such as LinkedIn and Twitter that help to share information about our products, research, and events." "In CRM, still the old program of patience assistance and nothing new, we still considering the budget"
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Medical Representative 3
"Email-email lang, most of the time naman social media pero minsan pag may mga pakulo sila na mga conference or mga launching ng new products we engage with them through that then talks about stuff like the product and service we provide“�"Sa model, kung meron man I don't think na it's ready for launching, as we are currently busy of some affairs“�"Other than providing data regarding sa mga details of some useful researches, CME is run for those neccesary reasons pa lang“�"Sa digitalization, ginagamit mostly sa promotion or storage for data resources like clouds and stuff" "Wala naman bago sa CRM system, yung dating Personalize support for patient parin"
Associate Information System Manager
"In engangement with them, we do collaboration. Sa mga clinical research studies at medical publications about clinical findings at iba pang topics na pwedeng pag usapan at himayin through events such as symposium or seminars, ma pa f2f man or virtual meetings.“�"Sa ngayon walang bago, but we do oversee some potential new models of engangement for us to adapt to market changes.“�"We do CME in various formats included na dyan yung tinukoy ko kanina, like symposium or seminars or the likes of it. Then we'll talk about relevant topics to pursue growth and enlightenment of some ideas.“�"Sa digitalization, yeah we are walking the path of digital ways ika nga. From various platform and tools to engangement and communication.“�"I do have some insights regarding the company's initiative sa CRM, well nakapalibot lang naman yung idea sa support na kayang iprovide namen or should I say ng company. like Data analytics and Costumer database "
Senior Medical Representative
"Normally naman calls and DMs lang. sometimes virtually, then rarely lang ang mga meet up events"
"Sharing clinical studies information or mga research materials, isa sa mga provided na support."
"Wala pa sa ngayon, samples and testing palang ata at under launching paren "
"Sa CME, virtual lang din."
"Social media platforms lang din namn lage gamit interms of digitalization"
KEY FINDINGS:
Servier Group’s consolidated sales revenue for the year 2021 and 2022 financial were up 9.8% compare to the year of 2020 financial year, reaching 4.876 billion.
This performance was driven by a 7.6% increase in global sales volume and a favorable exchange rate of 3.2% (140 million in 2021/2022 versus a negative impact of 156 million the previous year. The complex price pressure environment had a 1% negative effect on revenue growth, an impact of 45 million.
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Brand - name medicines revenue amounted to 3.694 billion in the 2021 and 2022 financial year.
uo 12.5% compared to the 2020 and 2021 fiscal year. Generics medicines revenue grew by 2.0% year-on-year to 1.182 billion in 2021 and 2022./
TOP 3 of the Group's strongest brand name medicines growth in 2021/2022
MEDICINE SALES REVENUE PROGRESSION VS. 2020/2021
Tibsovo 256 180
Daflon 552 68
Triplixam 211 37
EBITDA for the 2021 and 2022 financial year amounted to 859 million up 34.6% and represented 17.6% of the group revenue, compared with 14.4% for the previous financial year.
Recurring operating result for the year of 2021 and 2022 amounted to 442 million and represented 9.1% of group sales revenue. This performance was driven by an increase in international revenue and a favorable effect of exchange rates coupled with very good expenditure control and prioritizations made during the financial year. Net income sharply increased to 192 million or 3.9% of group sales revenue, compared with a loss of 95 million the previous financial year.
CONSOLIDATED FINANCIAL STATEMENT;
Group sale revenue 4,876 4,441 9.80% 6.60%
Brand name medicines revenue 3,694 3282 12.50%
Generics Revenue 1182 1159 2.00% 0
EBITDA 859 638 34.60% 0
EBITDA/REVENUE RATIO 17.60% 14.40% 3.2 pts 0
Recurring Operating results 442 251 76.00% 0
Net result 192 -95 287.00% 0
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Category Questions 1.2
How do they transition from traditional to current situation, operationally and organizationally?
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KEY FINDINGS
12
The company's transition from a traditional setup for MRs is not easy; they must attend communications and sales performance training. They must also ensure that their presentations are informative in order to capture the attention of doctors. Face-to-face communication is a priority, yet due to the epidemic, we must still adhere to limitations. They embraced digital technology as well since it is more efficient and convenient.
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Medical Representative 1 (Pharmacist)
" From face to face which is our traditional set up to virtual meetings, nagtraining kami for effective communications, para mapagpresent kami ng maayos. We embraced the digital technology kasi mas efficient and convenient siya.
Medical Representative 2
"Yung transition namin from traditional face to face set up to virtual meetings hindi naging madali, madaming trainings for effective communications, presentations, even yung mga content nung presentations, overall.
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Area Manager 1
"Transition from traditional set up for our MR's is not that easy, they have to attend trainings for communications and sales effectiveness they also have to make sure na informative yung presentations nila for them to caption doctors attention. Priority padin ang face to face, but yun nga since my Covid padin we have to follow restrictions."
Area Manager 2
"The transition was way difficult for us those days ng pandemya, especially the approach we build overtime, the company adapt and strategise and really focus on costumer satisfaction sa marami at iba't ibang paraan, mas naging dependable sa digital ways and as of now, still the one of the biggest changes of the company"
Medical Representative 3
"Right now, practising digital technology is way better talaga compared sa traditional set up na face to face. Mas convenient sa part ng bawat isa at mas mabilis ang communication"
VERBATIMS:
VERBATIMS:
Area Manager 3
"Isa sa mga major factor ng transition ng company is yung innovation ng technology lalo na sa digital world which improve our companies operation. kasama narin jan yung changes sa needs ng patients overtime dahilan ng mga new diseases at symptoms na naglalabasan."
Information System Manager
"We do Virtuals and focus on digital ways of approach to this very days and will do so on, I guess that’s a transition. We mostly manage affair through the help of various technology compared before, and hoping for us to continue to do so as it s indeed much more convenient that way."
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Medical Representative 3
"Let's say nalang na yung transition is from hassle operation to convenient and smooth sailing na pagpapatakbo, probably because of tech and AI stuff na kayang mapatakbo ayon sa ipinogram."
Associate Information System Manager
"Sa dami ng transition throughout the years that have passed by, may mga remarkable changes naman, tulad na lang ng switching from conventional hierarchical structures to more flexible work procedures, syempre with the help of digital trasformation."
Senior Medical Representative
"Sa transition, you can say na we just changes or implemented a new strategies in management, "organizationally" para ma i-aligned sa mga possible new operational models."
Category Questions 1.3
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KEY FINDINGS
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There have been no adjustments or innovations, and the salesforce has remained unchanged, with the exception of the addition of MR's since the company is hiring, including management hiring. Virtual meetings have only been added to the platforms after the epidemic; otherwise, nothing has been added.
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Medical Representative 1 (Pharmacist)
" Sa salesforce we are looking to add heads for MR's.No changes or innovations as of now."
Medical Representative 2
"Wala naman changes sa salesforce, siguro yung pag aadd ng MR's kasi we are hiring, pati ang management hiring din, other than that same padin."
"Sa platforms yun padin, nadagdag lang yung virtual meetings na yan nung ngpandemic, other than that wala na."
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Area Manager 1
"Walang changes sa salesforce namin and management still yun padin."
"Sa platform yung virtual meeting lang and the way we communicate through viber and messenger."
"For Innovations, hopefully magkaron ng plans."
Area Manager 2
"May mga changes naman, like yung pagkakaron ng effective interaction between the costumer and the company, as we advertise and promote more through serious and efficient action na kase, although it seems sa salesforce wala naman masyadong pagbabago" "Other than well known social media platform which we often use for communication like virtual meetings, wala naman ng iba pang changes" "in terms of innovation, wala pakong balita if meron ba but surely in the near future magkakaron naman"
Medical Representative 3
"Sa salesforce, no changes for now but may consider adding additional people for MR's."
VERBATIMS:
VERBATIMS:
Area Manager 3
"Before nag focus lang kame on selling product, identfying potential costumers, qualify at ibenta o i advertise ang produkto ng company, but as of now, we move to a more costumer centric approach syempre kasama naron yung building relationship sa costumers compared to only selling our products."
"Interms of digital stuff naman, we use a variety of online and digital tools yung profitable at conveniently advance compared before, tulad ng interactive webinar at online communities."
Information System Manager
"We did some changes a year back within the management team as part of the overall strategy to promote growth and to improve our company's focus on some key accounts, as of now, no notable changes so far."
"In terms of digital platform, as always, we use no other than social media, as it is still the best platform for us to promote"
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Medical Representative 3
"Walang masyadong changes, we still thriving and doing well pagdating sa salesforce, growth and quality can be seen. Sa management, still busy and efficient" "Other than social media platforms, wla naman nang iba pang tools for detailing especially for promotions"
Associate Information System Manager
"We do incorporate digital tools and technology to support our salesforce. That's a change. obviously naman sa panahon ngayon we adapt as the world changes din" "Probably ung pag adopt sa CRM systems tyaka data analytics tools, para siguro magkaron ng efficiency sa sales then gain insights with it."
Senior Medical Representative
"Same strategy means no changes sa salesforce. Tutal wla namn masyadong binago bukod sa kuhng pano mapapalawak yung presence ng company, so pagdating sa products, no changes at all, sa ngayon"
"Sa platforms obviously social media lang din namn including online tools."
"We do collaboration tyaka partnership interms of fostering innovation, sa mga joint research project ba or mga startups."
Category Questions 1.4
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Direct engagement with patients (Digitam/CRM)
KEY FINDINGS
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Other respondents are unsure about CRM, although they have heard that the organization has a plan. Some consider that this is really beneficial, but the company believes that it is too expensive.
“
Medical Representative 1 (Pharmacist)
"Wala pang update if we are going to have CRM, but I think they are planning.Very helpful kasi talaga ito."
Medical Representative 2
"I heard they have plan, but kung expensive toh I don't think na ippush nila."
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Area Manager 1
"That I'm not sure, ang alam ko kasi sabi nila CRM is expensive."
Area Manager 2
"Digital ways is quite convenient for engangement but not very encouriging as walang direct assurance, sa CRM naman, needs a very thorough planning as it requires a lot of expenses ren"
Medical Representative 3
"If I'm not mistaken, they have plans na, not sure on when to make it happen talga kasi kelangan ng nkatabing budget para dto. Pero somehow, nauunti unting napaguusapan sa execution ng plans"
VERBATIMS:
VERBATIMS:
Area Manager 3
"I only know about a program and such, and I think it is very helpful in both ways, especially sa assistance na include which the program will provide."
Information System Manager
"We engange through any possible means, mostly digital obviously, some moments where personalized such as CRM for communication and support system service only."
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Medical Representative 3
"Yung engangement sa part namen, probably is yung best possible care na provided ng company through CRM channels at yung support na kaakibat neto."
Associate Information System Manager
"We do send patients individualized emails o di kya texts messages to update them on treatment alternatives when they inquire one."
Senior Medical Representative
"Engangements are being done virtually most of the time, mas conveneint kase that way."
Category Questions 3.1
23
Validate if there is really looming supply issue
KEY FINDINGS
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The company hasn't disclosed concerns or issues with suppliers, and the logistics operation is running smoothly.
However, Servier did address one during the pandemic, resulting in a variety of interruptions to their global supply chains that included raw materials to finished goods, among other things. Fortunately, the organization was able to maneuver through those difficult times and assure a consistent supply to fulfill demand.
“
Medical Representative 1 (Pharmacist)
"Wala pang update if we are going to have CRM, but I think they are planning.Very helpful kasi talaga ito."
Medical Representative 2
"I heard they have plan, but kung expensive toh I don't think na ippush nila."
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Area Manager 1
"That I'm not sure, ang alam ko kasi sabi nila CRM is expensive."
Area Manager 2
"Digital ways is quite convenient for engangement but not very encouriging as walang direct assurance, sa CRM naman, needs a very thorough planning as it requires a lot of expenses ren"
Medical Representative 3
"If I'm not mistaken, they have plans na, not sure on when to make it happen talga kasi kelangan ng nkatabing budget para dto. Pero somehow, nauunti unting napaguusapan sa execution ng plans"
VERBATIMS:
VERBATIMS:
Area Manager 3
"I only know about a program and such, and I think it is very helpful in both ways, especially sa assistance na include which the program will provide."
Information System Manager
"We engange through any possible means, mostly digital obviously, some moments where personalized such as CRM for communication and support system service only."
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Medical Representative 3
"Yung engangement sa part namen, probably is yung best possible care na provided ng company through CRM channels at yung support na kaakibat neto."
Associate Information System Manager
"We do send patients individualized emails o di kya texts messages to update them on treatment alternatives when they inquire one."
Senior Medical Representative
"Engangements are being done virtually most of the time, mas conveneint kase that way."
Category Questions 3.2
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If there is, what is the impact to pricing – some segments?�Which one?
KEY FINDINGS
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There is no impact in pricing or issue to their supply in cardio and other segments. Servier did not increase the price in any of their product segments.
“
Medical Representative 1 (Pharmacist)
"There is no impact in pricing or issue to our supply in cardio and other segments. Sa pagkakaalam ko we did faced one during the pandemic pero we were able to manage it nman to meet the demand."
Medical Representative 2
"Wala nman siyang naging impact sa pricing, hindi naman kami ngincrease ng price sa kahit anong product segment namin."
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Area Manager 1
"No issues, so no impact in pricing sa lahat ng product segment."
Area Manager 2
"As I heard nothing about an issue then I'm sure the pricing didn't changes as well"
Medical Representative 3
"No price issue, maybe the last time dahil sa shortage because of covid mejo nag increase ang pricing pero everything went back to normal naman na."
VERBATIMS:
VERBATIMS:
Area Manager 3
"During covid days, there is a significant pricing issue especially sa mga equipment na indemand that time. But now, as the product demands are currently stable, pati transaction at pricing flow ay normal na sa ngayon."
Information System Manager
"Nothing changes in price or any impact as you've asked, as I said it is a temporary disruption which is immedietly taken over"
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Medical Representative 3
"Pagdating sa pricing, lagi naman may impact yan especially pag included na ang demand at cost ng raw materials, including narin sguro ang competition, but that impact sa ngayon is a miniscule amount lang at not note worthy, so consider it none."
Associate Information System Manager
"wala namng naging impact or what so sa pricing, we're still on track pa naman."
Senior Medical Representative
"wala namng nagiging impact, as long as di magmahal ang gasolina at fare for traspo. or any events or issue na makaka apekto sa importing, no issues"
Category Questions 3.3
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Indicators to pricing changes: CIF Rates (COGS, Insurance, Freight Charges), etc.
KEY FINDINGS
32
The company actually guarantees that its product is affordable to its customers. There may be an adjustment in material prices as a result of the pandemic, but it is minimal and has no impact on cardio supply.
“
Medical Representative 1 (Pharmacist)
" Well there is no huge pricing changes naman sa pagkakaalam ko, maybe some sort of changes lang when it comes to material price dahil siguro sa pagtaas ng bilihin gawa ng pandemic pero it doesn't affect nman that much lalo na sa cardio supplies because we still make sure na abot kaya parin ng mga consumer.
Medical Representative 2
"Wala namang changes sa logistics everything is the same."
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Area Manager 1
"Same pa din, no changes at all."
Area Manager 2
"Some raw materials did increase in pricing as well the cost of transportation, dahilan narin siguro ng pabago pabagong presyo ng gasolina at diesel. So if these thing increased might as well think that the CIF will do too"
Medical Representative 3
"So far, stable nman na ngayon. As we all know nagnonormalize na halos ang presyo ng gasoline so nakakabawi narin sa cost of gransportation."
VERBATIMS:
VERBATIMS:
Area Manager 3
"I'm very sure namn na our CIF rates are very stable, from charges to pricing there are no significant up and lows and will do so continue pa"
Information System Manager
"Some indicator that affect our company before was the the changes of cost and rates of raw materials and shipment until now it is still the major cause."
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Medical Representative 3
"So ayun nga, demands, cost ng raw materials na probly driven ng transportation fee at competion, mga indicators ng company since then."
Associate Information System Manager
"We experience shortage due to unsettled global supply, isang malaking factor para sa price changing, although we did'nt experience it the change in price"
Senior Medical Representative
"Indicators are probably mga unavoidable events, for example na yan covid, or yung gera ng russia at ukraine which is apektado ang fuel the n mag dodomino sa fare ng transpo mga ganon"
Proving Questions
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P1. Productivity Tracking & Reporting
KEY FINDINGS
36
There are software tools that firms employ to help management determine how productive their team is. They only utilize time tracking applications, data analysis tools, project management tools, and scheduling calendar software.
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Medical Representative 1 (Pharmacist)
"When it comes to tracking sa kung gaano tayo kaproductive, may mga software tools na ginagamit to help us out like project management tools, time-tracking apps and data analysis."
Medical Representative 2
"Time tracking apps, data analysis tools, project management tools, scheduling calendar tools, yan lang mga gamit namin, and yung mga messenger, viber, google pala."
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Area Manager 1
"There are many kinds of software tools that may be used to track productivity, including time-tracking apps, project management systems, and data analysis, and that's all."
Area Manager 2
"We do tools and applications pagdating sa time tracking and reporting, in terms of productivity we do it under monitoring within a given circumstances"
Medical Representative 3
" We have software tools para matrack and para mkatulong to get things done agad agad."
VERBATIMS:
VERBATIMS:
Area Manager 3
"Within the company, we always seek efficiency pagdating sa productivity, and we are under monitoring especially on duty. I also monitor my department and report to higher up after, and to this days. We do use digital ways often, tulad ng tracking and for mananging documents and projects na tools."
Information System Manager
"We also do tracking through digital ways, most of the time we use some apps or tools to do the job, often, reviews are being done to survey productivity and efficiency"
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Medical Representative 3
"We do it in a convenient way, tools and apps lang mostly. We do run it naman personally, tracking the progress and stuff, using reviews and monitoring."
Associate Information System Manager
"For starter, we use technological tools and apps for attendance, as well as for quota system. We do report base on performance alghough the pay is fixed"
Senior Medical Representative
"Our company monitors and improves our performance by leveraging digital solutions on different platforms to track each of our productivity."
Thanks!
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