5 Life Sciences Metrics that enhance your sales

Master your sales game with these 5 must-track life sciences sales metrics. Think smarter, sell better, and win the pharma field force race.

Why do Metrics Matter in Life Sciences Sales

In the chaotic world of life sciences sales, shooting in the dark just doesn’t cut it anymore. Gone are the days of hunches, gut feelings, and “I think this doctor likes me.” Today, if you’re not measuring, you’re not selling — you’re just guessing.

So, whether you’re a fresh-faced pharma rep or a seasoned commercial head, these life sciences sales metrics will be your compass. Because let’s be real — KPIs are not just corporate buzzwords. They are how you keep your job and your sanity.

Let’s dive into the five KPIs that separate high performers from the others.

1. Call Activity & Coverage – Because Showing Up Still Counts

Call activity refers to the number of healthcare professionals (HCPs) a rep meets over a certain time period. Coverage tracks the percentage of the target HCPs contacted.

Real-Life Example:
Shruti, a rep in Mumbai, increased her monthly calls from 120 to 150 and widened her coverage from 70% to 85%. Her region’s Rx lift was not a coincidence — she simply showed up more often, and in the right clinics.

Pro Tip:
Quality still matters. Use CRM data to balance quantity with appropriate and meaningful engagements. A well-timed call beats a robotic pitch every time.

2. Sales Volume Growth – The Ultimate Scoreboard

This one is obvious, but most often misunderstood. Sales volume is the total units or revenue generated over time. It tells you if all those coffees, clinics, and conference calls are turning into prescriptions.

However, do not fall into the vanity trap. A rise in sales doesn’t always mean your strategy is working.

It could be seasonal, competitor stock-outs, or sometimes just pure luck.

Hence, always analyze trends, not just temporary spikes.

Real-Life Example:
An Ahmedabad rep was celebrating her 25% quarterly growth — until data revealed that her top prescriber moved to a new territory. Turns out, her actual traction had dipped. Always cross-check context.

3. Time to Close – Speed is the New Smart

If you are introducing a new drug or on-boarding a fresh HCP, time to close measures how long it takes from first contact to first script.

This is gold. Why? Because it reveals the bottlenecks. If it’s taking 6 months to convert a GP, something is off — maybe your messaging, your follow-up, or your samples.

Real-Life Example:
Vikram from Delhi used this KPI to realize he was spending too long “educating” doctors. By tightening his pitch and segmenting better, he brought average close time from 90 to 45 days.

4. Detailing the Quality Score – Less Monologue, More Meaning

Pharma detailing is not like speed dating. It’s about delivering relevant, engaging, and compliant content.

Moreover, modern CRMs now allow HCPs to rate rep visits (anonymously, of course). These scores can cover clarity, usefulness, even rep confidence.

Real-Life Example:
A multi-national pharma in Bangalore started using e-detail feedback. One rep stood out — not because she had the most HCP visits, but because her average quality score was 9.2/10. Guess who got promoted?

Wit Alert:
If your doctor starts zoning out by slide 3, you’re not detailing — you’re tranquilizing!

5. Customer Segmentation ROI – Fish, where the Fish Are

Initially, not all HCPs are equal. Some are super prescribers. Others are friendly but non-prescribing. Tracking the ROI of your segmented efforts helps you invest your time wisely.

Let’s say you classify doctors as A, B, and C tiers. If you’re spending 60% of your time with Tier C prescribers, you may have a problem.

Real-Life Example:
A Pune district manager overhauled his entire team’s routing strategy after realizing 40% of reps’ time went to low-value doctors. Within a quarter, their top-line grew 18% — without hiring a single extra rep.

Quick Tip:
Combine segmentation of data with prescribing history, and update it quarterly. Pharma is not static — neither should your strategy be.

Wrapping It Up – Measure What Matters

While there are dozens of pharma KPIs floating around, these five are your North Stars. They also help you answer the most critical questions: