Fractal Technology Corporation developed the Profiling Segmentation Target List (PST) platform for Novo Nordisk to enhance the management of Healthcare Professionals (HCPs) and Healthcare Organizations (HCOs) through data-driven profiling, segmentation, and field force management.

The platform enables Novo Nordisk to centralize customer data, automate segmentation processes, and optimize engagement strategies by providing sales teams with targeted customer insights and structured activity planning. By leveraging digital workflows and intelligent scoring models, the PST system helps improve sales force productivity and ensures more effective customer engagement across healthcare networks.

Project Overview

The Novo Nordisk PST platform was designed to:

• Centralize HCP and HCO profiling data
• Automate customer segmentation using scoring models
• Support target list management and route planning
• Improve field force execution and accountability
• Enhance reporting quality and operational visibility

The solution provides a single source of truth for customer profiling and engagement planning, enabling data-driven decision-making across sales and marketing teams.

Key Features of the PST Platform

HCP & HCO Profiling Management

The platform allows users to collect and manage detailed information about Healthcare Professionals (HCPs) and Healthcare Organizations (HCOs) through structured survey forms and profiling workflows.

This enables Novo Nordisk to build a comprehensive customer database that supports long-term engagement strategies and territory planning.

Automated Customer Segmentation

The PST system automatically classifies HCPs and HCOs into different customer segments using configurable scoring logic and survey-based inputs.

The segmentation process helps identify:

• Customer value and potential
• Engagement priorities
• Target customer groups
• Strategic account opportunities

By automating segmentation, the platform ensures consistency and accuracy across customer evaluation processes.

Target List Assignment

Based on segmentation results, the system generates and assigns target lists to field representatives, ensuring sales efforts are focused on the most relevant customer groups.

This helps improve resource allocation and enables more personalized engagement strategies.

Route Planning & Field Activity Management

The platform supports route planning and activity tracking for sales representatives, allowing teams to:

• Plan customer visits
• Manage territory coverage
• Record field interactions
• Monitor activity completion

These capabilities help improve field force efficiency and ensure alignment with business objectives.

Activity Reporting & Performance Monitoring

The system digitizes reporting workflows and enables managers to monitor:

• Representative activities
• Reporting quality
• Customer engagement frequency
• Field execution performance

Real-time visibility into field operations helps improve accountability and operational effectiveness across teams.

Business Benefits for Novo Nordisk

By implementing the PST platform, Novo Nordisk benefits from:

• Centralized management of HCP and HCO data
• Automated and consistent customer segmentation
• Improved targeting and engagement strategies
• Increased sales force productivity
• Enhanced field activity visibility
• Better territory and route planning
• Stronger team accountability through digital reporting

The platform enables Novo Nordisk to make more informed decisions, improve customer engagement effectiveness, and drive better business outcomes through data-driven field force management.

Driving Smarter Customer Engagement Through Data

The Novo Nordisk PST platform demonstrates how digital transformation can help pharmaceutical organizations move beyond traditional customer management approaches. By combining customer profiling, intelligent segmentation, target planning, and activity tracking within a single platform, the solution empowers teams to focus on high-value opportunities and execute engagement strategies with greater precision.

Through centralized data management and automated workflows, Novo Nordisk can continuously improve customer understanding, optimize field force performance, and build stronger relationships with healthcare professionals and organizations.