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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 ?