3D segmentation: Managing Your Brand's Three Most Important Influencers
How to Apply "3D" Strategies to Achieve Better Geographic Segmentation - Without Reorganizing Your Sales Force

October 7, 2010 at 12:00 PM ET
» Register Free Here

Event Overview:
Geographic Archetyping  - An innovative  Approach to Integrated Pharmaceutical Marketing  or ”How to achieve geographic segmentation without re-organization”

Over the last decade, U.S. pharmaceutical spending on market access, direct selling, and consumer promotions has grown at a faster rate than top line sales. The resulting pressure on profit margins has led a number of leading companies to re-think their U.S. commercial models and, in some cases, make radical organizational changes.   
In addition to broad reductions in primary care sales forces, several pharmaceutical companies have recently restructured their customer-facing activities into four or five regional business operations. Decision-making has been pushed closer to the providers and insurers in order to address their distinct needs.

This organizational approach does not directly address the cause of the problem: Marketing and sales resource requirements may differ vastly in two adjacent territories due to underlying variances in a) the nature of physicians, b) the power of managed care, and c) the behavior of consumers. By measuring and understanding these three discrete factors, marketers can see that there are greater differences within a single sales district than across four or five national sales Areas.

While pharmaceutical marketers have focused on understanding differences in physician attitudes and product adoption patterns, they have yet to sufficiently incorporate an understanding of the geographic differences in managed care and consumer behavior. New data, which captures important metrics on managed care dominance, patient cost-sharing disparities, and patient response to out of pocket expense, is now available at a highly granular geographic level.

By integrating these data and capturing the underlying differences in the “sphere of influence” of physicians, managed care, and consumers, pharmaceutical companies can be both more efficient and more effective at allocating resources. More importantly, a systematic approach to “archetyping” the geographic differences in influence allows pharmaceutical marketers to achieve these goals without radical organizational change – “Geographic segmentation without re-organization”!

Key Learning Objectives:

  • Understand how to use patient level and transactional data to assess the relative importance of physician, payer and patient in any geographic market (territory, CBSA, District.)
  • Learn how to translate these underlying differences into a set of intergrated sales, managed markets and direct to patient strategies for each.
  • Learn a new approach, "geographic archetyping" which will provide a process for managing the complexity of executing and monitoring multiple strategies simultaneously.
Who Should Attend:
» VP of Managed Markets
» VP of Pharmaceutical Sales
» VP of Marketing
» VP of Market Research
Moderator
Bill Looney Bill Looney
Editor-in-Chief
Pharmaceutical Executive
Presented By
Bob Jansen
Senior Vice President, Commercial Operations
Wolters Kluwer Pharma Solutions
Mason Tenaglia
Managing Director,
The Amundsen Group