qap webinar: doctor's portrait. direct involvement on sales call
DESCRIPTION
During this 30 min webinar we've been discussing right targeting, regional and message implementation, defining preferred channels and increasing of your sales as a result.TRANSCRIPT
QAP
Doctor’s Portrait.
Direct Involvement on sales call.
Experience. Partners
• More than:
• 5 years in pharma
• 100 international projects
• 50 eDetails per month
Doctor’s Portrait
• Segmentation
• Targeting
• Increasing of Sales Force
Efficiency
Doctors Segmentation
• Macro segmentation• Drivers and motivations to
prescribe• Inhibitions & barriers
• Potential-based micro-segmentation• Common traits• Likelihood to start / increase
prescription• Segmentation by categories
• Field of specialization• Stakeholders
Right Targeting
Sales Representative
Behavior
Smart Behavior
• Well-planned & organized• Communicating Ethics• Questions• Useful, sought-after
resource to the doctor• Educational purpose
Digital Engagement
Doctor
• More away from traditional pharmaceutical selling
• Interactive dialogue• Content
• Depending on doctor’s category
• Remember:• Which message you want to implement?• What KPI you want to get?
HTML5 presentations examples
• Cortex • http://goo.gl/aW3uMg
• Oncology Brand • http://goo.gl/4FUqYw
• Margin Tracker• http://goo.gl/2Rpam5
Thank You for Your Attention!
Oksana Matviienko
Dmitry Rastaturin