Satya MAHESHSanofi

Enabling MRwith data

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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

ThanQ

ksatyamahesh@gmail.com+91 9819 62 01 62