Enabling Medical Reps with Data

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My Presentation at Rural Pharma Marketing,India,2012 at Mumbai on 22'June'2012

My Presentation at Rural Pharma Marketing,India,2012 at Mumbai on 22'June'2012

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  • 1. Enabling MR with data Satya MAHESH Sanofi
  • 2. The views expressed in this message aremade in an individual capacity and donot necessarily reflect those of Sanofi(the “company”) or any of its affiliates.Neither the company nor any of itsaffiliates assumes any responsibility orliability of any use which may be madeof any views expressed here in.
  • 3. Next 20 mins…  Equip MR with data  Territory mapping  Data to target doctors In scope : Only ethical Rx
  • 4. The fourth power..
  • 5. The Good news is… No Data Data need to create data
  • 6. to gain the right data,Survey Questionnaire Field Survey Data Validation Analysis Field realities Territories & Lists
  • 7. Survey .. a Caution… Field Capabilities Market Realities
  • 8. So called …Potential How many Customer On Patients Cases of Pain Doc 1 40 A Doc 2 35 B Doc 3 30 C Doc 4 25 D How many Customer On Rx Rxs of Brand Doc 1 5 D Doc 2 10 C Doc 3 15 B Doc 4 20 A Customer How Long ? On Total Tabs Doc 1 90 B Doc 2 60 A Doc 3 5 DWeightage is strategically decided and depends on Stage Doc 4 20 of product in Its life cycle C
  • 9. Defining Potential Customer Or Brand
  • 10. Potential Propensity Volume of Degree ofOpportunity likelihoodPrescription Duration Realized Frequencyopportunity Dosage
  • 11. Weighted Score on brand Gr.leversStrategic 40% 40% 20%Weightage How many How many StrategicCustomer How Long ? Score Cases of Pain Rxs of Brand Potential Doc 1 40 5 90 36 A Doc 2 35 10 60 30 B Doc 3 30 15 5 19 D Doc 4 25 20 20 22 C
  • 12. Segmentation National Segmentation Or Territorial Segmentation Call Load: Call Per day x Number of working days In a Month or a Promo Cycle
  • 13. Time to deep dive in to Data…
  • 14. MathematricksDoctor Score Cumulated ClassDr. 1 7.00 7.00 A Customers in descendingDr. 2 5.50 12.50 A order of their scoreDr. 3 4.60 17.10 BDr. 4 4.30 21.40 BDr. 5 4.10 25.50 BDr. 6 4.00 29.50 B Based on Cum.Score, divide inDr. 7 2.90 32.40 C to 3-4 equal segmentsDr. 8 2.80 35.20 CDr. 9 2.70 37.90 CDr. 10 2.00 39.90 CDr. 11 1.10 41.00 C National segmentationDr. 12 1.00 42.00 C# Score 42.00# Score/3 14.00
  • 15. Segments A ~ 10% 33% of Strategic Potential B ~ 20% 33% of Strategic Potential 33% of Strategic Potential C ~ 70%
  • 16. @#$% I’m availableConfused ? during break !
  • 17. Territory map No. of Customers Or Call Load Call Load: Call Per day x Number of working days Ina Month ( or Promo Cycle)
  • 18. The Key : Call Load Territory A Potential # Drs Freq Call Load A Drs 15 3 45 B Drs 40 2 80 C Drs 95 1 95 Call load of MR / Territory 220 Territory B Potential # Drs Freq Call Load A Drs 5 3 15 B Drs 30 2 60 C Drs 145 1 145 Call load of MR / Territory 220
  • 19. Spoon feed data… Use Mobile SFA
  • 20. Sacrifice… Give more info before the Call.. Take less input after the Call…
  • 21. Data without action is useless Coach FF to act on data
  • 22. In non urban markets… Execution is the Strategy
  • 23. The fakirs of India can fall asleep on abed of nails with many points.Make ads. with many points and nonewill penetrate.Make one point and watch it penetrate
  • 24. Focus… FF will always deliver what you ask for Be clear on what to ask..
  • 25. Carry Home… Potential : Brand strategy Call Load : a Territory You get what you ask for
  • 26. Acknowledgements and Image credits My wife Syamala for non-Interference Bharath Chaudhary for his reference Image Credits Unknown Artists & ……………………..Photographers
  • 27. ThanQksatyamahesh@gmail.com+91 9819 62 01 62