Customer Case · Nomadia TourSolver
Pfizer Optimizes the Routes of Its Medical Representatives in Japan with Nomadia TourSolver
Pfizer: The World's #1 Biopharmaceutical Company Facing the Field Challenge
The world's leading biopharmaceutical company, Pfizer markets more than 120 medicines covering numerous therapeutic areas and operates in 175 countries with more than 97,000 employees. In a highly competitive sector, the quality of the relationship with healthcare professionals — physicians, nurses, pharmacists — is a strategic differentiator.
It is in this context that Pfizer deployed Nomadia TourSolver to optimize the routes of its medical representatives, first in Latin America, then in Japan — two markets with very different geographical and regulatory profiles.
A Multi-Country Deployment, Two Strategic Markets
First successful TourSolver deployment for Pfizer's medical sales forces
Building on the Latin American success, deployment in the Japanese market — one of the densest in the world
Coverage of more than 1,000 healthcare facilities across Tokyo with fewer than 10 medical representatives
TourSolver integrated into the global sales strategy to balance sales force costs across territories
The Challenges: Optimizing Medical Visits in an Ultra-Dense Environment
- Extreme density of healthcare facilities in Tokyo: the Tokyo region concentrates thousands of healthcare facilities (hospitals, clinics, private practices) within a dense geographical area, making manual route planning highly inefficient.
- Strict time constraints of healthcare professionals: physicians, nurses, and pharmacists have very specific and variable availability windows. Each visit must be scheduled within the right time slot, at the right moment.
- Workload balance between representatives: fairly distributing facilities among representatives while accounting for their location and specialty requires optimization that is impossible to achieve manually at scale.
- Sales force cost management: in a sector where cost per visit is a key indicator, Pfizer needed to track and compare transport costs per representative, per route, and per territory.
- Competitive pressure on visit frequency: in a highly competitive pharmaceutical market, increasing the number of daily visits per representative is a direct lever on commercial performance and market share.
Across the Tokyo region — one of the densest areas in the world — TourSolver enables fewer than 10 Pfizer medical representatives to cover more than 1,000 healthcare facilities, while respecting each healthcare professional's time constraints. A coverage ratio that would be impossible to achieve with manual planning.
TourSolver: Real-Time Planning and Visit Cost Configuration
Pfizer implemented TourSolver to easily visualize its market coverage and optimize the daily management of its medical representatives' routes. The solution delivers in real time the most efficient itineraries, taking into account all geographical data and business constraints specific to the healthcare sector.
Real-time mapping of representatives' territorial coverage, enabling identification of under-covered areas or imbalances between resources.
Integration of physicians', nurses', and pharmacists' availability windows to schedule each visit at the right time with the right contact.
Optimal distribution of facilities among representatives based on location and specialties, for an equitable and geographically coherent workload.
Tracking and analysis of costs per overall journey, per route, and per visit — enabling Pfizer to balance its sales force costs according to territorial distribution.
Shorter, better-sequenced itineraries allow each representative to increase their number of visits per day without increasing their workload.
Successfully deployed in Latin America and then in Japan, TourSolver adapts to the geographical and regulatory specifics of each local pharmaceutical market.
The solution offered by Nomadia allows us to improve the efficiency of our mobile team through the real-time generation of optimized visit route plans, taking into account all geographical data and imposed business constraints. As the healthcare sector is constantly evolving, we continuously anticipate having to face new challenges. TourSolver helps us respect the various constraints of hospitals and general practitioners while improving the productivity of our medical representatives.
The Results: A Virtuous Circle of Commercial Performance
The Benefits Experienced by Pfizer Japan
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Fewer Than 10 Representatives for More Than 1,000 Facilities in Tokyo
The most emblematic result: TourSolver enables a small team of representatives to cover a territory of more than 1,000 healthcare facilities across the Tokyo region, while respecting each healthcare professional's time constraints. A coverage ratio that enhances Pfizer's competitiveness against competing pharmaceutical companies.
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Increase in Daily Visit Count
By reducing travel time between facilities and optimizing visit sequencing, each representative completes more visits in their day. Without increasing headcount, Pfizer improves its presence with prescribers.
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Reduction in Sales Force Transport Costs
Operational cost configuration (per journey, per route, overall) allows Pfizer to precisely measure the cost of each visit and balance the distribution of sales forces across the territory to maximize commercial return on investment.
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Sales Increase Correlated with Field Productivity
More visits, better planned, with the right contacts at the right time: the virtuous circle is complete. Increased contact frequency with prescribers translates directly into Pfizer Japan's sales growth.
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Optimal Working Comfort for Medical Representatives
Geographically coherent routes, itineraries designed to minimize unnecessary travel, and schedules respectful of workload: Pfizer representatives have a tool that improves their daily experience while maximizing their commercial effectiveness.
A Competitive Lever for Pharmaceutical Sales Forces
More visits, better targeted, with the right prescribers: a direct correlation between field productivity and sales growth.
Cost per visit, per route, per territory: precise financial oversight of medical sales force effectiveness at international scale.
From Latin America to Japan: TourSolver adapts to the specifics of each pharmaceutical market with the same optimization power.
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