cvta segmentation & targeting 21 st dec 2010
DESCRIPTION
CVTA Segmentation & Targeting 21 st Dec 2010. Why Segmentation & Targeting is important for us to achieve 2011 Business Goals?. Cardiac Care Business Goals for 2011. To achieve sales of 164 crs * with a 25% growth. - PowerPoint PPT PresentationTRANSCRIPT
CVTA Segmentation & Targeting
21st Dec 2010
Why Segmentation & Targeting is important for us to achieve 2011 Business Goals?
Cardiac Care Business Goals
for 2011 To achieve sales of 164 crs* with a 25% growth
One of the key levers
15% increase in efficiency in segmentation & targeting for the focus brands# from the baseline
• Deployment & launch of Hospital Team
Business Benefits
Aligning the Brand strategy to Segment criteria
Identifying the most important doctors to be targeted for the brand
Arriving at the optimal frequency of visits for the targeted doctors
Optimizing on deployment where the highest value really is
Creating focus and practical call plans
* Includes Base, Udaan, Onglyza, Brilinta #Focus Brands: Crestor, Seloken XL, Seloram, Selomax
S&T strategy : CREST Dr per brand
concept
For crestor drs: Crestor, Seloken XL, Olways, ImdurFor Seloken xl drs: Seloken XL, Crestor, Olways, ImdurFor Olways drs: Olways, Seloken XL, Crestor, Imdur
DETAILING ORDER
* All Cardiologist to be in 'A' Class followed by all Specialist to be in 'A' class in order of priority
Crest Metros Class A+ (10 Drs) Class A (20 Drs) Class B (60 Drs )Target Doctor per Brand
Crestor 10 10 20 40
Seloken 0 10 30 40
Olways 0 10 10
Total 100 Drs 10 20 60 90
Frequency 4 3 2
Call volume 40 60 120 220
Crest Non-Metros Class A+ (20 Drs) Class A (60 Drs) Class B (20 Drs )Target Doctor per Brand
Crestor 10 25 5 40
Seloken 10 25 5 40
Olways 0 10 10 20
Imdur 0 0 0 0
Total 120 Drs 20 60 20 100
Frequency 4 2 1
Call volume 80 120 20 220
S&T strategy : CRESCENT Dr per brand
concept
For Selomax drs: Selomax, Vigocil, Seloram, Nitract SR, Betaloc, Ramace For Seloram drs: Seloram , Nitract SR Selomax, Vigocil, Betaloc, Ramace For Vigocil drs: Vigocil , Selomax,, Seloram, Nitract SR, Betaloc, Ramace For Nitract SR drs: Nitract SR, Seloram , Selomax, Vigocil,, Betaloc, Ramace
DETAILING ORDER
Crescent Metros
Class A+ (10 Drs) Class A (20 Drs) Class B (60 Drs )Target Doctor per Brand
Seloram 5 10 15 30SeloMax 5 10 15 30Vigocil 0 0 20 20
Nitract SR 0 0 10 10Total 100 Drs 10 20 60 90
Frequency 4 3 2
Call volume 40 60 120 220
Crescent Non-Metros
Class A+ (20 Drs) Class A (60 Drs) Class B (20 Drs )Target Doctor per Brand
Seloram 10 15 5 30
SeloMax 10 15 5 30
Vigocil 0 20 10 30
Nitract SR 0 10 0 10
Betaloc+Ramace 0 0 0 0
Total 120 Drs 20 60 20 100
Frequency 4 2 1
Call volume 80 120 20 220
* All Cardiologist to be in 'A' Class followed by all Specialist to be in 'A' class in order of priority
Doctor Profiling: Professional Information
Dr Universe code Doctor Details First Name * Middle Name Last Name Professional Information Qualification (Please select the highest Qualification) * Classification * Speciality * Gender State * City * Market Area * Primary Practice of the Dr (Tick the appropriate) Clinic HospitalHospital Attached Address 1. * Address 2. Pincode * Telephone # Mobile E-Mail Consultation Fee*Average No of Patients per day*
Doctor Profiling: Prescription details on potential & penetration
No of Rx/Week (Kindly tick only do not put the absolute numbers)
Statins
Rx Crestor Rosuvas Roseday StorvasRosuvastatin + fenofibrate
combination
<5
5 to 10
10 to 15
>15
Metoprolol OD
Rx Seloken XL Prolomet Revelol Other XL Preparations
<5 5 to 10 10 to 15
>15 BB + CCB
Rx Selomax ProlometXl-Am Revolol-AmOther Atenolol+Amlodipine
Brands
<5 5 to 10 10 to 15
>15 Metoprolol + Ramipril
Rx Seloram Prolomet-R Ace-Revelol <5
5 to 10 10 to 15
>15 Sartans
Rx Olways Olvance Other Olmesartan
<5 5 to 10 10 to 15
>15 Anticogulants
Rx Clopidogrel Pasogrel <5
5 to 10 10 to 15
>15
1. Chemist/Pharmacist Name*: 2. Chemist/Pharmacist Name : Address: Address:
ImportantNo of Rx per week
Profiling approach to identify the right Drs for the Brand
Doctor Profiling Hospital profiling
Crest & Crescent Team will do the Dr profiling
Identify new Drs & profile the new & existing CV
universe Drs
On an average, 120 Drs per TBM need to be
profiled by calling on 100 controlled chemist.
Geography wise Dr allocation to each TBM to
do profiling is key to avoid profiling the same Dr
repeatedly by two TBMs
Profile to be completed by TBMs in 8 days by
visiting 12 chemist per day starting from 29th Dec
2010
RBM/ABM owns accuracy & completion of
profile data
STF Team will do the Hospital profile to
understand the overall potential of the hospital for
CV business
Metro & Class 1 town hospitals will be profiled
Hospital profiling will be completed in 8 days
starting from 5th Jan 2011
S&T process – Step-1
1. Geography wise allocation of Drs for the TBMs to be done by RBMs & ABMs based on the Dr universe data received from HO
2. TBM receives the Dr list from ABMs for profiling
3. TBM identifies the controlled chemist/pharmacist from whom the Dr information to be collected for profiling
4. TBMs will collect the Dr details & write in the profiling book
5. Profiled data will be entered in the Azdatacollection.com website system by the TBM every day
TBMs collect data on Doctors in
azdatacollection.com
By 10th Jan 2011
- 11 -
S&T process – Step-2
1. System to provide the targeted Drs and classification of Drs based on defined rules based on the profiled data by TBMs for the state to RBMs
2. RBMs provides the area wise Dr list to ABMs
3. ABMs along with TBMs to validate the system suggested targeted Dr list and classification
RBM/ABMs analyze profiling quality
~3 days
- 12 -
S&T process – Step-3
1.TBM finalizes the Dr list based on the system generated suggested targeted Dr list in consultation with ABM.
2. Any changes to the Dr list can be done by the TBM in consultation and approval of the ABM. TBM need to give a mandatory reason on why he want to change the Dr or it’s classification.
ABM discuss with TBM profiling outcome & finalizes
the Dr list
~ By 15th Jan 2011
- 13 -
S&T process – Step-4
1.TBM updates final Dr list in Delta along with mandatory reasons of deviation against the specific Drs which was reviewed and approved by the ABM
2. ABM approves the final TBM Dr list in Delta
3. On ABM approval in Delta, TBM Dr list is updated automatically and ready for reporting
4. Deviation report along with remarks published
TBM updates final Dr list in Delta
~1 day
- 14 -
S&T process - 4 key steps
1. Geography wise allocation of Drs for the TBMs to be done by RBMs & ABMs based on the Dr universe data received from HO
2. TBM receives the Dr list from ABMs for profiling
3. TBM identifies the controlled chemist/pharmacist from whom the Dr information to be collected for profiling
4. TBMs will collect the Dr details & write in the profiling book
5. Profiled data will be entered in the Azdatacollection.com website system by the TBM every day
1. System to provide the targeted Drs and classification of Drs based on defined rules based on the profiled data by TBMs for the state to RBMs
2. RBMs provides the area wise Dr list to ABMs
3. ABMs along with TBMs to validate the system suggested targeted Dr list and classification
1. TBM finalizes the Dr list based on the system generated suggested targeted Dr list in consultation with ABM.
2. Any changes to the Dr list can be done by the TBM in consultation and approval of the ABM. TBM need to give a mandatory reason on why he want to change the Dr or it’s classification.
1. TBM updates final Dr list in Delta along with mandatory reasons of deviation against the specific Drs which was reviewed and approved by the ABM
2. ABM approves the final TBM Dr list in Delta
3. On ABM approval in Delta, TBM Dr list is updated automatically and ready for reporting
4. Deviation report along with remarks published
TBMs collect data on Doctors in
azdatacollection.com
RBM/ABMs analyze profiling quality
ABM discuss with TBM profiling outcome & finalizes
the Dr list
TBM updates final Dr list in Delta
By 10th Jan 2011 ~3 days ~ By 15th Jan 2011 ~1 day
Role of key stakeholders for getting the S&T right successfully within the stipulated timelines
Business Director
RBM
ABM
TBM
MarketingDirector
S&T Champions
Owning the S&T process Commitment in ensuring the completion of profiling by 10 th Jan 2011 & finalization of list by 20th Jan 2011
Finalization of S&T strategy as per Brand plan Finalization of profiling format for clinic & Hospital Deriving at the validation rule for arriving at targeted Drs from the universe
Implementation of S&T project for the respective zone Monitoring the execution level. Ensuring 100% completion by stipulated timeline Responding to queries related to S&T process for the zone Training and communication to field for the respective zone
TBM wise allocation of CV Dr universe list which need to be profiled along with ABMs by 24 th Ensuring timely completion of profiling by 10th Jan 2011 Validation on profiling quality Finalization of Dr list for the region by 20 Jan 2011
Provide Dr list to TBM for profiling by 26th Dec 2010 Check on the controlled chemist list from which the Dr information will be collected Continuous validation on quality of profiling data and provide feedback to TBMs Ensure timely completion of profiling by 10th Jan 2011 for the area unit Support challenge with TBM on targeted Dr list brand wiseSupport the TBMs in finalization of Dr list by 20 th Jan 2011
Create chemist list for the drs to be profiled and get it approved from ABM by 27 th Dec Ensure quality and accurate profiling of the Dr . TBM owns the profile data Ensure timely completion of profiling by 10th Jan 2011 for the Drs given Finalize Dr list by 20th Jan 2011
Support to the Field
For any Technical issues related to http://azdatacollection.com website
Please contact
Contact Person Name Contact number
Meenakshi 080-42982110
Sudarshan Reddy 080-42982119
For any Functional issues related to profiling, please contact your line manager
1st point of escalationS&T Champion for your Zone
North & East: [email protected]
South: [email protected] West: [email protected]
2nd point of escalation [email protected]@astrazeneca.comSupport window: Mon-Fri (9:30 am to 6 pm)
Illustration: Cutoff points for potential and penetration to identify targeted Drs
Low(<22)
CV Potential
Medium(22-60)
High(>60Rx/week)
High(>13 Rx/week)
AZ
P
enet
rati
on
Medium (6-13)
Low(<6)
1
2
3
4
5
6
7
8
9
Other Riders All specialist to be in class ‘A’ Important Pin code Drs to be in ‘A’
A+
A
B
NT
Profile data collected for each doctor need to be mandatorily entered in azdatacollection website
Doctor profiling
Data collection to be completed by 10th Jan 2011
Key Challenges…you might need to address at local level
1. TBMs on leave after annual sales closing
2. Allocation of Drs TBM wise for profiling – Crest & Crescent
3. Profiling Quality vs Quantity
4. Focus and attention of ABM/RBM: Beginning of the year…Too
many things to work on..What to Prioritize
5. Communication & understanding on the S&T process by the
ABM/TBM
6. Waiting for the last date to complete the profiling
…thank you