Upcoming SlideShare
×

# Activate Networks - Pharma Promotion Riddle 2013

197 views
157 views

Published on

0 Likes
Statistics
Notes
• Full Name
Comment goes here.

Are you sure you want to Yes No
• Be the first to comment

• Be the first to like this

Views
Total views
197
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
5
0
Likes
0
Embeds 0
No embeds

No notes for slide
• A Rep gains a physicians Rx change
• A Rep gains a physicians Rx change
• Greg, is Decile 10 considered the top decile? Let us know if this needs be tweaked.
• Other options:Learn how to leverage influence among physicians’ to gain more RX change.Learn how to increase marketing share from the middle tier.
• SLIDE 61) Centrality/Bridge. Two people who are the same size/volume, but you want to target the guy in the middle.2) Friends/both 1st degree and 2nd/3rd. If you have 2 who are the same size and connections, but one of them has friends with more volume.
• SLIDE 7Location – Centrality: Option 1
• This will show A as a bridge.
• 1) Centrality/Bridge. Two people who are the same size/volume, but you want to target the guy in the middle.2) Friends/both 1st degree and 2nd/3rd. If you have 2 who are the same size and connections, but one of them has friends with more volume.Method 2…slide 1 side by side graphs, both have friends, but one of them has friends who have bigger circles/more influentialSlide 2 The same thing, but their friends friends are also more influential
• Same thing as previous slide, but their friends’ friends are also more influential
• Side by side graphs, both have friends (1st degree), but the right side map shows one of them has friends who have bigger circles/more influential
• SLIDE 12Side by side graphs, both have friends (1st degree), but the right side map shows one of them has friends who have bigger circles/more influential
• 1) Centrality/Bridge. Two people who are the same size/volume, but you want to target the guy in the middle.2) Friends/both 1st degree and 2nd/3rd. If you have 2 who are the same size and connections, but one of them has friends with more volume.Method 2…slide 1 side by side graphs, both have friends, but one of them has friends who have bigger circles/more influentialSlide 2 The same thing, but their friends friends are also more influential
• ### Activate Networks - Pharma Promotion Riddle 2013

1. 1. .........................RiddleA Pharma Marketing Riddle & SolutionQ: When is 9greater than 9?
2. 2. 2RiddleStumped?Think market share….........................
3. 3. 3RiddleA: When reps leverage themost influential doctors ofDecile 9 to generate greatermarket share..........................
4. 4. 4How?Learn 2 tactics - that your repsaren’t using now - to help solvethis riddle in your prescriberpopulation..........................
5. 5. 5LocationWould you rather target a physician with many connections or aphysician with fewer ties?vs.Tactic #1:.........................
6. 6. 6LocationCompare these two physicians by looking at their network of connections.Which one would you rather call on?Physician A, in a central locationwith many connectionsPhysician B, on the peripherywith few connectionsTactic #1:.........................
7. 7. 7LocationNow, compare these two physicians by looking at their network of connections.Which one would you rather call on? Physician A, in a bridge position withconnections to other networksPhysician B, on the periphery withno connections to other networksTactic #1:.........................
8. 8. 8LocationHow does this result in greatermarket share?Although both physicians are in Decile9, Physician A’s center and bridge positionshave the ability to accelerate the spread ofbehaviors throughout networks of prescribers.By first converting physicians in these influentialpositions, you will reach more prescribersthrough their network of connections than youwould by targeting a less connected physician.Tactic #1:.........................
9. 9. 9ValueValue. It doesn’t only matter HOW MANY connections a physician has.WHO they are matters too. Would you rather target physicians with manyhigh-volume connections or few high-volume connections?ORTactic #2:.........................
10. 10. 10ValueCompare these two physicians and the value of their first degree ties.Which one would you rather call on?Green indicates other top-tier physicians.Physician A, with many 1st degree ties toother high prescribersPhysician B, with one 1st degree tiesto a high prescriberTactic #2:.........................
11. 11. 11ValueCompare these two physicians and the value of their 2nd and 3rd degree ties.Which one would you rather call on?Physician A, with many strong 2nd and 3rddegree ties to other high prescribersPhysician B, with few 2nd and 3rddegree ties to other high prescribersTactic #2:Green indicates other top-tier physicians..........................
12. 12. 12ValueTactic #2:How does this result in greatermarket share?Although both physicians are in Decile 9,Physician A has stronger 1st , 2nd and 3rd degreeconnections to other high-volume prescribers.By prioritizing your targeting on Physician A,you can optimize productivity. ConvertingPhysician A’s behavior will create a multipliereffect through connected physicians andaccelerate market share growth..........................
13. 13. 13Riddle: How do you get themost market share out ofDecile 9 and other highvolume prescribers?Solution: Prioritizeprescribers based on theirlocation in their network andthe value of their connectionsfor accelerated results.“Social networkshave value preciselybecause they canhelp us to achievewhat we could notachieve on our own.”- Nicholas Christakis, MD, PhDSolution.........................
14. 14. 14Activate Networks can reveal the true influence of relationships within yourprescriber population.Through groundbreaking social science research, we can: Map and analyze connections and social networks of all providers within acommunity Quantify the influence of each provider using Activate Networks’ Influence Index™ Identify and rank Physicians in “Communities of Practice,” or clusters of providerswho naturally share patients or practice patterns Deliver highly customized, targeted reports and easy-to-use online tools to best acton the insights generatedStumped?.........................
15. 15. 15ContactSteven WardellVP Marketingswardell@activatenetworks.netIf you’re interested in how Activate Networkscan help drive market share in your prescriber population,visit our website or contact me directly..........................