1. Read this thread to understand why your doctor prescribes a specific drug to you!
In Pharma, every doctor is considered a "customer". We influence doctors to write prescriptions. There are many ways to influence a doctor and every way comes with a cost.
In Pharma, every doctor is considered a "customer". We influence doctors to write prescriptions. There are many ways to influence a doctor and every way comes with a cost.
2. Every doctor is "ranked" in two dimensions.
First dimension is their "potential". Potential simply means, the amount of prescriptions that they can write daily/weekly/monthly. This is usually based on how many patients they see per day.
First dimension is their "potential". Potential simply means, the amount of prescriptions that they can write daily/weekly/monthly. This is usually based on how many patients they see per day.
3. The second dimension is "Loyalty". It means, how often would a doctor prescribe our company's drug vs the competitor's drug.
4. We do very deep investigative work on every doctor - capturing all kinds of information to give a score to their "Potential" - it ranges from their job seniority, their medical associations, years of experience, specialty, average number of patients they see per day.
5. Every single thing is captured so we can rank them according to their "Potential". And on the second dimension, it is usually quite straightforward because we can simply buy Prescription data from third party companies that tells us what drugs they prescribe for each patient
6. At the end of the day, it looks like this. There are high potential doctors, low potential doctors (usually new graduates etc). There's the loyalty dimension that tells us if they prescribe our drug vs competitors.
7. Next, we segment them. High Potential/Low Loyalty are the prettiest girl in the class and we spend the MOST effort and money to capture their hearts and minds. These are the ones we visit daily and send them on first class holidays.
8. The ones in green are the "High Potentials/High Loyalties". These are your wives. We don't spend so much resources on them because we already won their heart and mind. Maybe just an occasional sponsorship to a nice conference in Europe.
8. Occasionally, we have some stubborn doctors who doesn't prescribe our drugs no matter how much effort we spend on them. No worries, we know everything about the doctor so if we can't change their mind, we use their "influencers".
9. We know exactly who their bosses are, their friends,colleagues, etc... we'll just simply arrange a nice lunch/dinner with those folks and make sure they get influenced. We even have an App to track their "Sphere of Influence"!
crmhelp.veeva.com
crmhelp.veeva.com
10. So this is how and why you are taking a specific drug prescribed by your friendly doctor! It is called the #speedofscience. Of course, this is a very basic and humorous framework, it gets really complicated depending on region, country, culture etc!
11. Retweet and like if this helps! If you wanna know anything about Pharma post it on this thread and I will respond to you
Just in case someone wants to see how we capture doctors using a nice traffic light system. The terms change from pharma to pharma -
in example below
Potential = βTargetβ (High/Med/Low)
Loyalty = βAwarenessβ (Advocate/Prefers/Developing etc)
in example below
Potential = βTargetβ (High/Med/Low)
Loyalty = βAwarenessβ (Advocate/Prefers/Developing etc)
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