Pharmarack Gains Visibility with Location Intelligence from HyperTrack
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Company
Location
India
Founded
2015
Category
Field Service Management
Pharmarack is a technology company focused on strengthening the pharmaceutical distribution and supply chain ecosystem. Pharmarack is India’s largest Pharma B2B commerce platform in terms of GMV. Anchored by 17 leading Indian Pharma companies accounting for more than 50%+ of the industry, Pharmarack provides transparency across the value chain and delivers the last mile visibility while assisting the industry’s sales, supply chain, and distribution ecosystem. Thereby, Pharmarack empowers stakeholders to be resilient and responsive to the rapidly changing ecommerce environment.
Pharmarack has presence in over 110 cities with offices in Mumbai and Pune and they are organized with an in-house CRM team that meets retailers and distributors, a distributor fleet that focuses on deliveries to retailers. They also enable medical representative fleets of manufacturers that visits doctors and retailers by providing the right technology.
To manage the activities and workflows of these three fleets, Pharmarack built location capabilities. All location related data is captured in the CRM app (Astra) that was used by workers as they conducted visits. As the team became increasingly dependent on this location data, management became concerned about the accuracy of the visit locations and how individual agent’s visit activity is correlated to the revenue. The team was aware of the value of the location data but had little confidence in the accuracy and their ability to get accurate location intelligence to use it to make important decisions that would improve operations and revenue.
The Business Need
The need for accuracy drove leadership within Pharmarack to identify requirements for new capabilities to be built within their tech stack. In the short term, they identified the following functionality as primary goals:
- Capture the actual location of visits happening on the ground
- Separate fraudulent from genuine visits based on the expected location
- Correlate overall revenue impact of site visits and identify the conversion funnel
- Correlate revenue impact of site visits with agent performance
- Automate travel reimbursement
To achieve the above the team needed to build a solution with location intelligence capabilities that matched the desired sophistication of their platform. Technology leadership looked to HyperTrack to assist with providing the core components that would allow the team to implement the above workflows and improve operations.
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The Solution
The team implemented the following solution from HyperTrack’s suite of SDKs and APIs that help developers build location intelligence into custom business logic and mobile apps.
Driver SDK to accurately track the location of the field representatives as they visit customer and partner sites
By having the ability to document travel in real time, operations teams are able to capture the location of field representatives and accurately document the start and completion of each visit, when and where the team members have visited, and build workflows that are specific to certain teams or work groups.
Geotag to tag the location of work completed. As representatives move about performing actions in the app, the time and location of those actions are captured along with important information like product type or meeting category
By capturing the actual location of the sales representative, operations teams can easily see which sales reps are visiting which customer locations, increasing the visibility of sales activities for the entire organization.
These integrations allowed Pharmarack to unlock the power of ground truth data to inform management and improve operations for teams of field representatives. In less than four weeks the team was able to put in place technology that turn location insights into strategic assets.
The Result
The new implementation allowed the Pharmarack team to leverage important location data that they previously were unable to capture. By capturing the exact, accurate location of field representatives’ activity the team was able to automate key workflows – such as distance-based expense reimbursements, thereby boosting productivity and ensuring transparency.
This information was transformative as field teams, operations managers and executives now had a single source of truth pertaining to the customer visits and sales activities. The location data enabled the team to understand how visits within each fleet segment related to the revenue generated by each segment. With HyperTrack, dev teams can build functionality based on proximity which creates a wealth of data about each visit to retailers and distributors. This rich data gives management the ability to decide how to allocate resources and predict revenue based on sales activities.
Now that Pharmarack has a foundation of utilizing location intelligence within their environment, they have options to extend capabilities beyond their current implementation. Using HyperTrack, they can include the use of location services on their development roadmap. In the future, location data can be used to improve their repository of accurate locations of each retailer and distributor within their system. This data can be used to create optimized routes for the sales team, to further increase productivity.
Given their focus on building capabilities based on location intelligence, the Pharmarack team now has been awarded with the task to create a HyperTrack powered intelligent field automation app for medical representatives of pharma manufacturers using their platform.
About HyperTrack
HyperTrack provides the building blocks to automate on-demand jobs and workforce. Our APIs and SDKs for planning, assigning, tracking, and verification learn from ground truth data to improve operational KPIs including job completion rate, workforce reliability, productivity, and on-time delivery.
HyperTrack provides workforce automation and proof-of-work solutions that are trusted by over 300 companies worldwide across various industries, from technology, light industrial, security, retail, hospitality, and healthcare to energy and transportation. Start building with the free trial at https://hypertrack.com/
