Behavioral Prescriber Segmentation
How to Improve the Efficacy of Promotional Investments
Prescribers are not a homogeneous pool of clients and as such pharmaceutical companies should not use a one-size-fits-all promotional strategy to target them. One way to maximize the impact of promotional activities and get the best return on investment is to tailor the activities, down to the individual prescriber level.
The Behavioral Prescriber Segmentation (BPS) is a framework that can be used by pharmaceutical companies to optimize the efficacy and efficiency of their promotional investments through the segmentation of prescribers.
The BPS provides pharmaceutical companies with a more reliable estimate of individual prescribers’ prescription potential than those from conventional approaches. The framework also makes it possible to better understand the factors that drive prescribers’ brand preference.
By implementing the BPS, pharmaceutical companies can determine, for each prescriber, the promotional actions likely to be the most effective (message content and style of communication) and efficient (level and nature of efforts).
In order to implement the BPS, it is necessary to identify:
- The evolution of segment and brand prescriptions by physician
- The key factors determining that evolution (i.e. environment, personality, and medical practice)
- The permeability (i.e. accessibility and sensitivity) to medico-marketing-sales activities (i.e. face-to-face calls)
- The personality dominance of each physician (relational, economic, or scientific)
Once those elements have been identified, an individual portrait of each prescriber can be drawn, and the prescriber pool can be segmented on the basis of prescribers’ sales potential, permeability to promotion and personality dominance.
Marketing and Sales teams could then determine the magnitude of the promotional effort per prescriber (considering prescription dynamics and the degree of promotional permeability to promotional channels and activities) and define the most relevant communication messages based on market potential, prescribing habits, reasons determining the product choice.
The BPS approach requires:
- Introduction of simple and pragmatic processes to collect high quality data by individual prescriber on a systematic basis
- Training of sales forces and other collaborators in contact with prescribers to collect growth potential and behavioral information
- Development of promotional tools that take into account the diversity of prescribers’ behaviors
- Clear commitment from the top management who must sponsor such an approach
The BPS contributes to strengthening prescribers’ brand preference through an improved promotional level and mix.
The BPS enables pharmaceutical companies to quantitatively and qualitatively fine tune their promotional investments per prescriber, over time.