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For companies its very important to have a clear understanding of
customer needs, buying processes and preferences, value perceptions, and
potential is paramount to ensure sales and marketing success. They need to
understand the attitudes and perceptions of various groups as well as the
economic benefit of targeting them. Translating these insights in an actionable
segmentation and targeting strategy is a precursor to developing effective
value propositions, organizational sales processes, and sales force
structuring.
marketRx® provides a complete suite of Sales Force
Effectiveness suite of products and services to address all key Strategic &
Tactical business needs. Our unique integrated segmentation solution provides
meaningful target segments utilizing all data sources to derive optimum call
plans, thereby helping you to make more informed tactical decisions.
Impactful segmentation and targeting decisions are built on sound
customer intelligence and on processes that harness that intelligence. marketRx
combines expertise in advanced marketing analytics methodologies with extensive
experience in strategy and execution to develop action-oriented segmentation
and targeting strategies. Further, we bring the capability to translate
segmentation insights into effective value propositions, organizational sales
processes, go-to-market channels, and sales organization designs.
marketRx offerings
Using advanced analytics and a structured
approach, our robust integrated solution helps you in characterizing physician
segments in terms of attitudes, behavior and demographics. Our integrated
segmentation solution can help you gather and reconciles data from sales reps,
primary research for customer data management, customer valuation & develop
Segmentation and Targeting even in low data markets.
marketRx
approach
Our segmentation solution follows an integrated approach
to not only gather data and identify strategic & tactical issues but also
uncovers latent variables to make key pillars of tactical planning-Targeting,
Territory Alignment and Call Planning, more focused and efficient.
We use a predictive behavioral model that classifies the
universe of physicians into one of the Latent Class Analysis segments.
Additionally, we also incorporate attitudinal data through sales
representatives and subsequent survey work to augment predictive accuracy of
the algorithm.
| Case Study: Targeting and call planning |
| Objectives |
The client with four
Oncology brands and multiple hospital teams wanted to segment active
prescribers and key treatment influencers as well as asses the optimum calls
required to derive optimum returns. The key challenge for them was lack of
consistent & systematic valuation approach and data on key targets
resulting in difficulties in action planning for key accounts/customers. |
| Our
approach |
- marketRx’s qualified team conducted a “Sales
Excellence Workshop” in order to assess current practices and make
recommendations to significantly improve:
- Physician Valuation / Ranking
- Segmentation / Targeting
- Call Planning / Reach & Frequency
- Alignments
- Developed a new customized targeting system to support
the account based selling approach
- Collected product specific data linked to brand strategy
and developed targeting business rules that leverages internal & secondary
data with rep-provided input
- Created customized filtering, sorting and creation of
user-defined target lists
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| Key
Outcomes |
Client was able to derive
the following benefits:
- Comprehensive profiling of all physicians in the target
universe enabled the country teams to redefine significant numbers of new and
reclassified target physicians for critical products
- Systematic assessment of each physician on a broader set
of characteristics (usage, potential, influence, etc.) enabled re-shuffling of
priorities, creating greater focus on higher opportunity physicians
- Structured call activity targets identified territories
where reach, frequency and rep activity can be examined more deeply to maximize
resource allocation
- Intangible benefit of multifunctional teams coming
together and thinking through the business process
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Key benefits of our services:
- Strong foundation in analytics and technology enables us to
deliver actionable solutions
- Expertise in providing a host of robust sales force
effectiveness, brand management and market research solutions to global
clientele using various data sources
- Experience with a large number of therapeutic classes enables
us to understand the key marketing initiatives for a variety of brand types and
life-stages, providing key insights
 Click here to view the Segmentation for tactical planning Flash
Presentation
 Click here to contact us
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