Thesys Group The Data Mining Company - Potential Based Targeting

Typical sponsor

Sales Force Managers

Typical participant

ETMS Data Managers

To whom do we recommend?

Pharmaceutical companies prior to their planning and targeting period need exact information about the physicians' and pharmacy universe. The methodology can be extended to FMCG market.

Aim of the project

Selecting the physicians' panel from the whole universe and segmenting them into targeting categories is the most complex job of sales representatives. The potential based targeting helps to create a more efficient resource allocation during planning the sales force strategy.

Methodology

Our potential model is 85-90% reliable regression model built-up on fact prescription data and the doctors characteristics like specialty, demographical characteristics, practice schedule, brick characteristics, etc. The result of the model is than projected to the whole physician universe. Segmentation is based on the concentration curve of prescriptions.

Results

Segmentation of physicians' (or pharmacies) universe (name by name) by specialty and by therapy market
Potential categories of each physician (or pharmacy)
The lower and upper bound, and average potential of segments
Usually, a workshop for the sales representatives makes the results more acceptable and the usage of the database delivered can also be clarified

DOs and DON’Ts

Make the Data Managers be involved and engaged to the project: their work gives the root of it
Give different workshops to the sales force and marketing managers and the sales representatives to make them accept and really use the results

Don’t

Do not involve regional managers or sales representatives to the analysis prior to the results
Do not use the segmentation database of clients for evaluating the sales representatives' previous targeting

The TOP10% of Physicians 215 units per year but the next deciles prescribes less than 150 units on average. 30% of TOP prescribers generate the 50% of sales.

Why we are different

Collecting fact prescription data of GPs, ambulatory care units and medical specialists. The databases contain millions of records of prescriptions
Conducting the RxFlow(TM) surveys to estimate the differences among territories and time between prescription and redeeming
Our methods are based on the collected fact data instead of qualitative information

Potential Based Targeting