Post on 13-Sep-2014
description
transcript
Satya MAHESHSanofi
Enabling MRwith data
My Disclaimer
The views expressed in this message are made in an individual capacity and do not necessarily reflect those of Sanofi (the “company”) or any of its affiliates.
Neither the company nor any of its affiliates assumes any responsibility or liability of any use which may be made of any views expressed here in.
Equip MR with data Territory mapping Data to target doctors
Next 20 mins…
In scope : Only ethical Rx
The fourth power..
Muscle Money Mind
Data
The Good news is…
need to create data
No Data Data
to gain the right data,
Survey
Field Survey
Analysis
Field realities
Questionnaire
Territories & Lists
Data Validation
Survey .. a Caution…
2 Factors
Field Capabilities
Market Realities
Weightage is strategically decided and depends on Stage of product in Its life cycle
CustomerHow many
Cases of PainOn Patients
Doc 1 40 ADoc 2 35 BDoc 3 30 CDoc 4 25 D
CustomerHow many
Rxs of BrandOn Rx
Doc 1 5 DDoc 2 10 CDoc 3 15 BDoc 4 20 A
Customer How Long ? On Total Tabs
Doc 1 90 BDoc 2 60 ADoc 3 5 DDoc 4 20 C
So called …Potential
Defining Potential
Customer
Brand
Or
Degree of likelihood
Potential Propensity
Prescription
Volume of Opportunity
Realized opportunity
Duration
Frequency
Dosage
Weighted Score on brand Gr.levers
Strategic Weightage
40% 40% 20%
CustomerHow many
Cases of PainHow many
Rxs of BrandHow Long ? Score
Strategic Potential
Doc 1 40 5 90 36 ADoc 2 35 10 60 30 BDoc 3 30 15 5 19 DDoc 4 25 20 20 22 C
Call Load: Call Per day x Number of working days In a Month or a Promo Cycle
Segmentation
National Segmentation
Territorial Segmentation
Or
Time to deep dive in to Data…
Mathematricks
Customers in descending order of their score
Based on Cum.Score, divide in to 3-4 equal segments
National segmentation
Doctor Score Cumulated ClassDr. 1 7.00 7.00 ADr. 2 5.50 12.50 ADr. 3 4.60 17.10 BDr. 4 4.30 21.40 BDr. 5 4.10 25.50 BDr. 6 4.00 29.50 BDr. 7 2.90 32.40 CDr. 8 2.80 35.20 CDr. 9 2.70 37.90 CDr. 10 2.00 39.90 CDr. 11 1.10 41.00 CDr. 12 1.00 42.00 C# Score 42.00# Score/3 14.00
A ~ 10%
B ~ 20%
C ~ 70%
Segments
33% of Strategic Potential
33% of Strategic Potential
33% of Strategic Potential
@#$%Confused ?
I’m available during break !
Call Load: Call Per day x Number of working days Ina Month ( or Promo Cycle)
Territory map
No. of Customers
Call Load
Or
Territory APotential # Drs Freq Call Load
A Drs 15 3 45B Drs 40 2 80C Drs 95 1 95Call load of MR / Territory 220
Territory BPotential # Drs Freq Call Load
A Drs 5 3 15B Drs 30 2 60C Drs 145 1 145Call load of MR / Territory 220
The Key : Call Load
Spoon feed data…
Use Mobile SFA
Sacrifice…
Give more info before the Call..
Take less input after the Call…
Data without action is useless
Coach FF to act on data
In non urban markets…
Execution is the Strategy
The fakirs of India can fall asleep on a bed of nails with many points. Make ads. with many points and none will penetrate. Make one point and watch it penetrate
Focus…
FF will always deliver what you ask for
Be clear on what to ask..Rx
Rx
Rx
Carry Home…
Potential : Brand strategy
Call Load : a Territory
You get what you ask for
Acknowledgements and Image credits
Image Credits Unknown Artists & ……………………..Photographers
My wife Syamala for non-Interference
Bharath Chaudhary for his reference