THE WORK AT A GLANCE
Aligning Sales Strategy, Targeting, and Incentives to Drive Growth
What We Did
Lotis Blue helped a global OTC pharmaceutical company strengthen sales effectiveness across multiple engagements. Through sales channel design, physician targeting, territory optimization, and incentive compensation redesign, we helped the organization prioritize higher-value opportunities, expand institutional market coverage, and better align salesforce performance with business objectives.
The Impact
The company expanded its reach to twice as many eligible patients while targeting 17% fewer health care providers. The work also established a new institutional sales channel targeting a previously underserved $47 million market opportunity and created a more motivating incentive structure that better connected individual performance with corporate goals.
INDUSTRY
OTC Pharmaceuticals
SERVICES
SALES EFFECTIVENESS
ORGANIZATIONAL DESIGN
INCENTIVE COMPENSATION
Global
OTC Pharmaceutical Company
$18B
Revenue
36,000
Employees
80+
Countries of Operation
01 – BUSINESS ISSUE
Improving Sales Performance in a Complex, Indirect Market
The company’s salesforce promoted over-the-counter products to health care providers, relying on product recommendations rather than prescriptions to influence demand. This indirect sales model made performance difficult to measure and complicated decisions about targeting, territory coverage, and compensation. Fragmented sales priorities and limited institutional market access further constrained the organization’s ability to maximize salesforce effectiveness.
01
Sales representatives divided their attention across multiple products and physician audiences, diluting focus on priority opportunities.
02
Existing targeting practices favored accessible, lower-volume providers while overlooking higher-value prospects.
03
The organization lacked an institutional sales presence, leaving a potential $47 million market opportunity underserved.
04
Annual incentive payouts, limited metric visibility, and inconsistent performance distributions weakened salesforce motivation.
02 – OUR APPROACH
Redesigning Sales Channels, Targeting, and Performance Incentives
Lotis Blue worked with sales leadership to improve how the organization deployed, measured, and rewarded its field salesforce. We analyzed pharmaceutical market data, physician call histories, and existing territory coverage to identify opportunities to concentrate resources on higher-value health care providers without increasing headcount.
In parallel, we developed a new institutional sales channel and redesigned incentive compensation to better reflect the company’s indirect sales model. The work addressed channel structure, account prioritization, sales roles, and performance measures, creating a more coordinated approach to market coverage and salesforce effectiveness.
Building on this work, we:
- Developed a physician valuation methodology and refined targeting to prioritize providers with greater patient reach and business potential.
- Rebalanced territories and optimized sales coverage while maintaining existing field salesforce headcount.
- Designed a six-representative institutional sales team and evaluated approximately 5,000 hospital targets across 500 networks.
- Defined sales roles and career paths to support the new institutional channel and create advancement opportunities.
- Redesigned incentive compensation and supporting communications to strengthen alignment between individual performance and corporate objectives.
2x
eligible patient coverage
17%
fewer health care providers targeted
$47M
institutional market opportunity identified
03 – BUSINESS IMPACT
Expanding Market Reach Without Increasing Salesforce Headcount
The company improved the effectiveness of its existing salesforce by concentrating activity on higher-value health care providers. Refined targeting enabled representatives to reach twice as many eligible patients while covering 17% fewer providers, increasing the potential impact of each sales interaction without expanding the field team.
The new institutional channel established a path into a previously underserved market, with projected unit prices 200–400% higher than existing channels. Redesigned incentives also gave representatives greater influence over their compensation outcomes and strengthened alignment with corporate goals, while new sales roles created additional career development opportunities.
01
Doubled eligible patient coverage while reducing the number of targeted health care providers by 17%.
02
Designed a six-representative institutional channel to pursue a $47 million market opportunity.
03
Identified potential unit price improvements of 200–400% through institutional sales.
04
Strengthened incentive alignment and established new career paths for high-performing sales representatives.
