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Binley’s and Roche crowned the kings of sales force effectiveness excellence!

Binley's and Roche fought off stiff competition to win the prestigious BOBI award for Excellence in Sales Force Effectiveness and Commercial Analysis at the 2012 BHBIA Annual Conference.


The award, which acknowledges the ‘best of business intelligence', rewarded the team's work for combining multiple data sources to define local disease burden and market potential across multiple brands and indications in oncology.
The winning project recognised the collaboration between the Binley's and Roche's business intelligence teams. It demonstrated how combining and validating multiple sources of data can help pharmaceutical companies understand the true potential by indication at a trust level. The commercial impact of the project, not only influenced decisions with NHS stakeholders but was also subsequently adopted as best practice across other therapy areas. The judging panel concluded that:
"This entry stood out by showing genuine innovation in approach, strong implementation and the greatest impact.”

Steve Bradley, Director of Binley's commented:
"We're delighted to win this award. Sales force effectiveness and commercial analysis are areas that Binley's has been prevalent in for many years, so to be finally recognised for our business intelligence work is a true honour.”

Press contact:
For more information contact Sarah Eglington, Marketing Manager on

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