From SMART to SMARTPRO: ProcDNA’s Extended MBO Framework for Launch Excellence

In today’s dynamic healthcare environment, setting clear, impactful, and actionable goals is crucial, particularly during high-stakes drug launches. Life sciences companies often hire commercial sales reps for launch preparation but face challenges in keeping them engaged during uncertain timelines. While sales reps focus on prelaunch activities, defining meaningful ways to incentivize them without sales-specific goals can be tricky.?

Management by Objectives (MBOs) becomes a powerful tool in such scenarios, helping keep sales teams motivated and aligned with future launch success.?

While the SMART framework—focusing on Specific, Measurable, Action-oriented, Realistic, and Time-bound goals—has been effective in setting actionable MBOs, at ProcDNA, we saw an opportunity to enhance it. Enter SMARTPRO, a refined framework that builds on SMART by introducing three additional elements:?

From SMART to SMARTPRO: Elevating Excellence?

To address the complexities of cross-functional teams, competing objectives, and vague outcomes during high-pressure launches, SMARTPRO brings clarity and alignment through three added dimensions:?

• P – Prioritized: Focus on high-impact objectives that drive measurable results. Recommended to provide rankings to high impact or focused objectives for dedicated focus.?

• R – Relationship-focused: Foster collaboration and synergy across Market Access, Medical, and Commercial teams.?

• O – Outcome-oriented: Tie goals to tangible, measurable outcomes to align with launch success.?

By incorporating these dimensions, SMARTPRO provides a structured yet flexible approach to goal-setting, ensuring objectives are clear, impactful, and outcome-driven.?

What’s Next??

Stay tuned as we share how SMARTPRO has been successfully applied in oncology and specialty therapeutic areas to drive the right behaviors and achieve launch excellence.?