2. Topics
Objectives
System Inputs
Target Drs data collection
TAR calls/day per territory Potentiality &
Adoption Grid steps definition
TSG deliverables
TSG check vs IMS
Defined Marketing Mix strategies
2 Target Segmentation Grid (TSG)-Presentation / Egypt
3. Objectives
Redefine target Drs based on their potentiality
and adoption (9 boxes grid) per brand.
Different overviews about our target Drs.
Pre-defined strategies for each Dr type.
Assess MR workload.
Utilize marketing mix tools to the right target.
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4. System Inputs
PM Input FF Input
PM input FF input
GRID steps (L/M/H) Dr Potentiality
Target frequency Dr Adoption
Target visits/day
4 Target Segmentation Grid (TSG)-Presentation / Egypt
5. Target Drs data collection
Territ, Territory Name , Brick Sp, Cust.,No. Customer Name , Class, Street/Extension , Bld.,No Potent. Rx share
EMAD WASSEF ADEL EDWARD 214 ED 274470 DR. SAMEH ABDEL SHAKOUR A EL TERIA EL BOULAKIA ST. 0 0
Updated Dr data by FF.
Potentiality # of packs for therapeutic class FF
generated from the physician PER WEEK eg 50
Adoption # of packs for our brand generated by the
physician PER WEEK eg 5
Flexibility in grid step definition based on boxes instead
of old fixed definition A/B/C.
5 Target Segmentation Grid (TSG)-Presentation / Egypt
6. TAR calls/day per territory
FF
Specify target call visits per territory based on target Drs
accessibility on the geographical areas.
Zone/ national average target calls calculated.
Territory Target call/Day
Zone Avg Taret call/Day
MAADI 8 .0
HELW AN 8 .0 National 8.7
GUIZA 1 8 .0 Giza 8.4
GUIZA 2 8 .0
GUIZA 3 8 .0 Cairo 8.5
GUIZA 1V 8 .0 Delta 9.0
GUIZA V 8 .0
IMBABA 1 9 .0 ALEX_BEHERA 8.7
IMBABA 2 9 .0 UPPER_EGYPT 9.0
FAISAL 8 .0
EL HARAM 8 .0
FAYOUM 9 .0
BANI SUIF 9 .0
EL MENYA 1 9 .0
EL MENYA 2 9 .0
HELIOPOLIS 1 8 .0
HELIOPOLIS 2 8 .0
HELIOPOLIS 3 8 .0
NASR CITY 8 .0
6 Target Segmentation Grid (TSG)-Presentation / Egypt
7. Potentiality & Adoption Grid steps
definition
Histogram to facilitate the GRID steps definition (L/M/H)
based on the distribution of # boxes.
Identify potentiality ranges by changing Min/Max intervals
PM
Potentiality Step Frequency %
Potentiality Scale Min 0 120 1.3% Potentiality disctibution
0 L Step 1 5 1459 15.7%
8 M Step 2 10 1560 16.8% 18.0%
50 H Step 3 15 842 9.1%
Step 4 20 1088 11.7% 16.0%
Step 5 25 312 3.4%
Step 6 30 945 10.2% 14.0%
Step 7 35 272 2.9% 12.0%
Step 8 40 722 7.8%
Step 9 45 53 0.6% 10.0%
Max 50 590 6.3%
8.0%
>Max >50 1331 14.3%
6.0%
4.0%
2.0%
0.0%
0 5 10 15 20 25 30 35 40 45 50
Step 1.3% 15.7% 16.8% 9.1% 11.7% 3.4% 10.2% 2.9% 7.8% 0.6% 6.3%
Voltaren PT team
7 Target Segmentation Grid (TSG)-Presentation / Egypt
8. TSG deliverables
Filter grid results by different criteria/ combinations
Zone, IMS Territory, Specialty, GRID
Count of Drs & % per Grid (based on the selection
criteria)
Count of Drs & % per tier.
List of all Drs with complete information (based on the
selection criteria).
Calculate the estimated MR number equivalent based on
the defined target call frequency per grid.
Compare the territory sales contribution vs MR
equivalent contribution in that area.
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10. TSG check vs IMS
Compare TSG consolidated data vs IMS units sales
/MAT.
Decreased IMS units by two identified factors:
OTC or repeated RXs
% of our Target Dr vs the universe
Analysis graphs presented for Total ATC RXs & Our
products RXs
Three level of details: National/ Zone/ Territory
highlight the areas where more than 20% variances exist
Ongoing process, Drs list to be updated each cycle
Will be included in Siebel Focus cycle.
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11. Defined Marketing Mix strategies
Defined strategies defined
for each grid.
11 Target Segmentation Grid (TSG)-Presentation / Egypt