PHARMA Target Segmentation Grid (2 plus 2)

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PHARMA Target Segmentation Grid (2 plus 2)

  1. 1. Target Segmentation Grid (TSG) Walid Saafan1 Target Segmentation Grid (TSG)-Presentation / Egypt
  2. 2. Topics  Objectives  System Inputs  Target Drs data collection  TAR calls/day per territory Potentiality & Adoption Grid steps definition  TSG deliverables  TSG check vs IMS  Defined Marketing Mix strategies2 Target Segmentation Grid (TSG)-Presentation / Egypt
  3. 3. Objectives  Redefine target Drs based on their potentiality and adoption (9 boxes grid) per brand.  Different overviews about our target Drs.  Pre-defined strategies for each Dr type.  Assess MR workload.  Utilize marketing mix tools to the right target.3 Target Segmentation Grid (TSG)-Presentation / Egypt
  4. 4. System Inputs PM Input FF Input PM input FF input  GRID steps (L/M/H)  Dr Potentiality  Target frequency  Dr Adoption  Target visits/day4 Target Segmentation Grid (TSG)-Presentation / Egypt
  5. 5. Target Drs data collectionTerrit, Territory Name , Brick Sp, Cust.,No. Customer Name , Class, Street/Extension , Bld.,No Potent. Rx shareEMAD WASSEF ADEL EDWARD 214 ED 274470 DR. SAMEH ABDEL SHAKOUR A EL TERIA EL BOULAKIA ST. 0 0  Updated Dr data by FF.  Potentiality  # of packs for therapeutic class FF generated from the physician PER WEEK eg 50  Adoption  # of packs for our brand generated by the physician PER WEEK eg 5  Flexibility in grid step definition based on boxes instead of old fixed definition A/B/C. 5 Target Segmentation Grid (TSG)-Presentation / Egypt
  6. 6. TAR calls/day per territory FF  Specify target call visits per territory based on target Drs accessibility on the geographical areas.  Zone/ national average target calls calculated. Territory Target call/Day Zone Avg Taret call/Day MAADI 8 .0 HELW AN 8 .0 National 8.7 GUIZA 1 8 .0 Giza 8.4 GUIZA 2 8 .0 GUIZA 3 8 .0 Cairo 8.5 GUIZA 1V 8 .0 Delta 9.0 GUIZA V 8 .0 IMBABA 1 9 .0 ALEX_BEHERA 8.7 IMBABA 2 9 .0 UPPER_EGYPT 9.0 FAISAL 8 .0 EL HARAM 8 .0 FAYOUM 9 .0 BANI SUIF 9 .0 EL MENYA 1 9 .0 EL MENYA 2 9 .0 HELIOPOLIS 1 8 .0 HELIOPOLIS 2 8 .0 HELIOPOLIS 3 8 .0 NASR CITY 8 .06 Target Segmentation Grid (TSG)-Presentation / Egypt
  7. 7. Potentiality & Adoption Grid steps definition  Histogram to facilitate the GRID steps definition (L/M/H) based on the distribution of # boxes.  Identify potentiality ranges by changing Min/Max intervals PMPotentiality Step Frequency %Potentiality Scale Min 0 120 1.3% Potentiality disctibution 0 L Step 1 5 1459 15.7% 8 M Step 2 10 1560 16.8% 18.0% 50 H Step 3 15 842 9.1% Step 4 20 1088 11.7% 16.0% Step 5 25 312 3.4% Step 6 30 945 10.2% 14.0% Step 7 35 272 2.9% 12.0% Step 8 40 722 7.8% Step 9 45 53 0.6% 10.0% Max 50 590 6.3% 8.0% >Max >50 1331 14.3% 6.0% 4.0% 2.0% 0.0% 0 5 10 15 20 25 30 35 40 45 50 Step 1.3% 15.7% 16.8% 9.1% 11.7% 3.4% 10.2% 2.9% 7.8% 0.6% 6.3% Voltaren PT team 7 Target Segmentation Grid (TSG)-Presentation / Egypt
  8. 8. TSG deliverables  Filter grid results by different criteria/ combinations  Zone, IMS Territory, Specialty, GRID  Count of Drs & % per Grid (based on the selection criteria)  Count of Drs & % per tier.  List of all Drs with complete information (based on the selection criteria).  Calculate the estimated MR number equivalent based on the defined target call frequency per grid.  Compare the territory sales contribution vs MR equivalent contribution in that area.8 Target Segmentation Grid (TSG)-Presentation / Egypt
  9. 9. TSG deliverables– cont. Voltaren PT team9 Target Segmentation Grid (TSG)-Presentation / Egypt
  10. 10. TSG check vs IMS  Compare TSG consolidated data vs IMS units sales /MAT.  Decreased IMS units by two identified factors:  OTC or repeated RXs  % of our Target Dr vs the universe  Analysis graphs presented for Total ATC RXs & Our products RXs  Three level of details: National/ Zone/ Territory  highlight the areas where more than 20% variances exist  Ongoing process, Drs list to be updated each cycle  Will be included in Siebel Focus cycle.10 Target Segmentation Grid (TSG)-Presentation / Egypt
  11. 11. Defined Marketing Mix strategies  Defined strategies defined for each grid.11 Target Segmentation Grid (TSG)-Presentation / Egypt
  12. 12. Thanks12 Target Segmentation Grid (TSG)-Presentation / Egypt

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