Press Office

Tuesday, February 25, 2014

Outsourcing4Pharma – optimisation of marketing materials logistics

Cursor, a company offering marketing and sales support services, and Ad Land Medical Group which provides solutions dedicated to the medical sector introduce an innovative offer on the logistics of marketing materials. Outsourcing4Pharma is a solution adjusted to the nature of pharmaceutical companies operation which enables to reduce costs of managing marketing products by several dozen percent and increase work effectiveness of product managers and sales representatives.


The offer of Cursor and Ad Land Medical Group consortium combines various marketing activities into one functioning unit. As part of Outsourcing4Pharma, the pharmaceutical company may entrust the execution of the following processes to an external partner: warehousing and distribution of promotional materials for commercial structures (including POSM, display systems, leaflets, folders, samples and products), comprehensive management of conferences, fairs and events, maintenance of display materials, loyalty programme operation, co-packing and support of e-marketing operations.


Cursor and Ad Land Medical Group services are implemented based on an ergonomic growth and a simple to use IT system available from an internet browser which does not require installation. The solution enables users to independently manage sales support materials, plan marketing events and access reports even from smartphones and tablets. The system is adjusted to the company’s individual needs or the needs of its specific departments, and reflects any approval paths within the processes executed. The app provides geographically dispersed sales representatives with permanent access to information on the condition of warehouse (virtual warehouses) and a preview of product images. It also enables to order products and to select their delivery destination, automatically generating information about the size and the weight of the delivery. The reporting system provides detailed data on the specific products (e.g. their popularity and rotation) and activity of sales representatives. Efficient management of returned devices is provided by the service gate and renovation of materials.


Our Outsourcing4Pharma service builds on many years of our experiences in cooperation with pharmaceutical companies. The knowledge of the industry contributed to the development of a solution which meets the real needs of this type of companies. For such large and distributed structures characterised by numerous and varied promotional activities conducted, optimisation of marketing materials management has a positive impact on the effectiveness of functioning of the entire organisation, said Wojciech Wojtaszek, Company Director of Ad Land Medical Group.


The service enables to change fixed costs into variable costs and adjust the level of expenses on warehousing, picking, installation and distribution of materials to the scale of the actual operations. A precise system for monitoring the effectiveness of using the specific promotional products enables to adjust their purchases to the actual demand. Additionally, thanks to the synergies of accumulated volumes of operation of Cursor and Ad Land Medical Group, clients are provided with significantly lower implementation prices for operational activities, e.g. courier deliveries.


Outsourcing4Pharma enables to optimise promotional activities not only by reducing the cost of their service, but also by adjusting the scale and character of activity to the actual needs of a pharmaceutical company. This has an impact both on facilitating the work of product managers and increasing effectiveness of sales representatives, but also on the improvement of productivity of sales supporting processes, said Grzegorz Wroniszewski, Group Account Director at Cursor SA.


Cursor and Ad Land Medical Group have a developed logistics infrastructure which enables efficient service of marketing processes even in the case of geographically distributed structures. The consortium has 6 class A distribution centres of a total area of 25,000 sq. m. in Warsaw x 4 (Łubna), Tricity (Gdańsk) and Silesia (Czeladź) in line with ISO 9001:2008, GHP, GDP, GMP, HACCP standards. More than 20 own locations placed strategically around Poland are dedicated for short-term local storage. The distribution price additionally includes 7 days of storing deliveries in more than fifty regional cross-docks. Medical representatives can collect packages in a location selected by them in a convenient time. Operational resources of Cursor and Ad Land Medical Group include several dozens of mobile installation teams certified to conduct electrical works as well as more than 1,800 merchandisers.


The following companies are among the consortium clients: GlaxoSmithKline, Novartis, Merck, Sandoz, AstraZeneca, USP and Polfarmex.


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