gp belief systems the key to unlocking new europe€¦ · belief systems. connecting with customers...

GP Belief SystemsThe key to unlocking

New EuropeJackie Morgan

contributor – Tatyana ZiglinaJackie Morgan

contributor – Tatyana Ziglina

GP Belief Systems

The key to unlocking New Europe

viability of

new Europe…

for globalisedmarketing strategies

United Kingdom

Germany

UkraineRussia

Manchester

London

Berlin

Frankfurt

Kiev

LvivMoscow

Voronezh

Poorly paid GPs

Lack of modern equipment

Restricted medical care

Longevity decreasing“There is total absenceof everything: syringes,

medicines, beds.”

2006 National‘Health’ Programme

Raised salariesRetooling

Funding

Ukraine

Russia

Politically driven cost-effectiveness

Disease Management Programmes

Professional salaries

United Kingdom

Germany

Connectingwith

customers via

beliefsystems

Connectingwith

customers via

beliefsystems

When I was a student, our lecturer said to me: “If you want to havea proper family,never become a surgeon. And do not become a gynecologist. Go for something easier. I followed her advice”(Russia) “Being married with 2 young children

it didn’t seem sensible to be tied up atweekends on a pathway where you’re

not guaranteed to become a consultant” (UK)

In controlFlexible working hoursFamily time

“I wanted to bea surgeon, butwhen I understoodall the pitfalls (bribes, tense competitive relations between co-workers) I decided to change”(Ukraine)

“I’m my ownboss… I didn’t

think I’d be the most compliant consultant” (UK)

“I’ve been here 25 years andthey believe what I’m saying and trust in the

system and trust in me and my colleagues” (UK)

Anti-hierarchicalRespectedEnjoy stabilityAutonomous

“Going into a specialization,you sometimes get the feeling that the patients

are not often viewed as a whole.” (UK)

“A patient should leave merealizing the significance of following

my instructions. Otherwise they may quit the treatment as soon as pain relieves” (R)

“As a GP,you must like people. Otherwise, you go crazy in this job” (D)

“The GP role is notjust medicine, it’s educating people, understanding theirhealth needs, their agenda” (UK)

Richness of lifeHolisticSociabilityPatient agenda

Modern

Traditional

Individualist ConformistTypologiesTypologies

PureVocational (UK)

Enthusiast (R) Devoted (U)

AltruisticIdealist (D)

Modern

Traditional

Individualist ConformistTypologiesTypologies

Dedicated Doctors

Dedicated Doctors

Modern

Traditional

ServiceProvider (D)

IndependentBuilder (UK)

AmbitiousProfessionals (R)

Individualist ConformistTypologiesTypologies

Dedicated Doctors

Modern

Traditional

Individualist ConformistTypologiesTypologies

Entrepreneurial Clinicians

Dedicated Doctors

Entrepreneurial Clinicians

Modern

Traditional

Entrepreneurial Clinicians

Loyal to theSystem (UK)

Manager (R)

Navigator (D)

Individualist ConformistTypologiesTypologies

Dedicated Doctors

Modern

Traditional

Economic Disciples

Entrepreneurial Clinicians

Individualist ConformistTypologiesTypologies

Dedicated Doctors

Economic Disciples

Modern

Traditional

Individualist ConformistTypologiesTypologies

Entrepreneurial Clinicians

Economic Disciples

DiligentCraftsman (R) Barefoot Dr (D)

Golden Mean (U)

Dedicated Doctors

Modern

Traditional

Economic Disciples

Entrepreneurial Clinicians

Individualist ConformistTypologiesTypologies

Dedicated Doctors Socialist

Artisans

Socialist Artisans

Modern

Traditional

Individualist ConformistTypologiesTypologies

Dedicated Doctors

Economic Disciples

Socialist Artisans

Old Guard (UK)

Formalists (U)

IndifferentFormalists (R)

Entrepreneurial Clinicians

Disillusioned

Modern

Traditional

Economic Disciples

Entrepreneurial Clinicians

Individualist ConformistTypologiesTypologies

Disillusioned

Dedicated Doctors Socialist

Artisans

Provocation

Clinical Independence

Confessed

Control needed for economic viability

Declared

Autonomy independence

Anti-politicsAnti-commercial

Money/Remuneration

Confessed

Desire affluenceMaterial comfortsStability of income

Deserving

Declared

Money not no.1 driverAltruistic

TrustedProvides confidence

InspiringLatest information

ObjectiveReputable

Product informationSales orientated Internet access

Modern

Traditional

• Networking

• Practice Meetings

• Journals• Local Conferences

• Reps

Individualist ConformistInformation Gathering

Dedicated Doctors

Economic Disciples

Socialist Artisans

Entrepreneurial Clinicians

• Medical Colleagues

• Reps

• Networking

• Practice Meetings

• Journals• Local Conferences

• Reps

• Medical Colleagues

• Reps

Disillusioned

inconclusion…

What we learned

> Beliefs transcend borders> Common typologies exist

How can we use it ?

> Global expression…. of targeted, segment specific messages

> Tool to identify & size typology groups

futurequestions…

‘Economic Disciples’ segment largely young physicians

Is this……

> The inevitable future > Healthy for the nation> Desirable for governments

…..And is the pharma industry ready for it ?