Doctor Profiling is a very important exercise for any pharma company because a company wants to constantly re evaluate the potential and penetration of the doctor/HCPs it caters to.We have also seen that there are times when the same doctor would be called on by MRs across two or more divisions.This results in duplication within the database and hence the actual potential of the doctor cannot be evaluated
2. Introduction
• Creating a unique master data universe that is used as a service across all applications in an
organization is the essential tenet of Master Data Management (MDM).
• This master data is for all types of data: customers, employees, products, vendors, territories etc.
• For the Pharma industry, one of the most important elements in MDM is data on doctors and HCP s.
There are many benefits to building the right data on doctors. One main area under discussion here, is
application of this data for optimization of sales force.
• A key process in developing “master data” on doctors is “de-duplication”
• A good process of Doctor De-duplication will help in building a unique set of doctors across a typical
company’s multiple SBU s, with built-in parent-child relationships.
3. Benefits
Evaluation
Doctor Potential
Indication
Profiling
Prescription Pattern
Evaluate the actual doctor spend by the company
Identify Loyalist doctors (doctors who have been prescribing
multiple brands of the company)
Gives a clear indication of which doctors can move from single
brand prescription to multi brand prescription
A unique list of completed information on doctors which can be used
for segmentation and classification purposes.
Combining with Rx information the results can also be analyzed to
arrive at the doctor potential and penetration
4. Process of De- Duplication
Data Import
Data
Cleaning
Data
Validation
Data
Completion
Automated De
Duplication tool to clean
up the database.
Step 1: One time Clean up and completion of existing records
Card Reader Application
to help complete the
Doctor Information
Step 2: Ongoing maintenance of the database
Database update on a
periodic basis
Validate against the existing
database to avoid duplicates
5. Salesforce Optimization
To explain the concept – let us consider the following
Region : One region in the south of India
SBU’s : SBU 1 (a primary care SBU)
SBU 2 ( a specialty SBU)
Each MR has 200* Doctors
Each MR has 100* Doctors
SBU 1 SBU 2
*7600 Unique Doctors
*1000 Common Doctors
between the SBUs
* Sample Data based on one of our clients
6. Salesforce Optimization
7600
Unique Doctors Sales Force Size
38
Common Doctors
1000
SBU 1 SBU 2
Business unit Business unit
Sales
Force Size
Sales
Force Size
5 10
Total Sales Force Size 38 + 10 + 5 = 53
Current Scenario
7. Sales Force Optimization
Possible Optimization
The company can optimize sales
force, if the specialty MR s can be
made to handle SBU 1, which is
primary care products.
The company can assign SBU 1
brands to Specialty MR s,
thereby, saving 5 MR s in the
sales force
This gives approximately 10%
saving
If this approach to “optimization”
is applied, there can be improved
utilization of sales force.
Common Doctors
1000
7600
Unique Doctors Sales Force Size
38
SBU1 + SBU2
5 10
10
Total Sales Force Size =
SFS+ (SBU1+ SBU2) =
38 + 10 = 48
8. Contact Us
Address: VSM Software Pvt. Ltd. #8, High Tension Park Road, Chandra Layout, Bangalore 560040
Phone: 080 – 42982121
Email: vsm@vsmsoftware.com
Website: www.vsmsoftware.com
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