My Presentation at Rural Pharma Marketing,India,2012 at Mumbai on 22'June'2012

1. Enabling MR
with data
Satya MAHESH
Sanofi

2. The views expressed in this message are
made in an individual capacity and do
not necessarily reflect those of Sanofi
(the “company”) or any of its affiliates.
Neither the company nor any of its
affiliates assumes any responsibility or
liability of any use which may be made
of any views expressed here in.

3. Next 20 mins…
 Equip MR with data
 Territory mapping
 Data to target doctors
In scope : Only ethical Rx

4. The fourth power..

5. The Good news is…
No Data Data
need to create data

6. to gain the right data,
Survey
Questionnaire
Field Survey
Data Validation
Analysis
Field realities
Territories & Lists

7. Survey .. a Caution…
Field Capabilities
Market Realities

8. So called …Potential
How many
Customer On Patients
Cases of Pain
Doc 1 40 A
Doc 2 35 B
Doc 3 30 C
Doc 4 25 D
How many
Customer On Rx
Rxs of Brand
Doc 1 5 D
Doc 2 10 C
Doc 3 15 B
Doc 4 20 A
Customer How Long ? On Total Tabs
Doc 1 90 B
Doc 2 60 A
Doc 3 5 D
Weightage is strategically decided and depends on Stage Doc 4 20
of product in Its life cycle C

9. Defining Potential
Customer
Or
Brand

10. Potential Propensity
Volume of Degree of
Opportunity likelihood
Prescription Duration
Realized Frequency
opportunity Dosage

11. Weighted Score on brand Gr.levers
Strategic
40% 40% 20%
Weightage
How many How many Strategic
Customer How Long ? Score
Cases of Pain Rxs of Brand Potential
Doc 1 40 5 90 36 A
Doc 2 35 10 60 30 B
Doc 3 30 15 5 19 D
Doc 4 25 20 20 22 C

12. Segmentation
National Segmentation
Or
Territorial Segmentation
Call Load: Call Per day x Number of working days In a Month or a Promo Cycle

13. Time to deep dive in to Data…

14. Mathematricks
Doctor Score Cumulated Class
Dr. 1 7.00 7.00 A Customers in descending
Dr. 2 5.50 12.50 A order of their score
Dr. 3 4.60 17.10 B
Dr. 4 4.30 21.40 B
Dr. 5 4.10 25.50 B
Dr. 6 4.00 29.50 B Based on Cum.Score, divide in
Dr. 7 2.90 32.40 C to 3-4 equal segments
Dr. 8 2.80 35.20 C
Dr. 9 2.70 37.90 C
Dr. 10 2.00 39.90 C
Dr. 11 1.10 41.00 C National segmentation
Dr. 12 1.00 42.00 C
# Score 42.00
# Score/3 14.00

15. Segments
A ~ 10% 33% of Strategic Potential
B ~ 20% 33% of Strategic Potential
33% of Strategic Potential
C ~ 70%

16. @#$% I’m available
Confused ? during break !

17. Territory map
No. of Customers
Or
Call Load
Call Load: Call Per day x Number of working days Ina Month ( or Promo Cycle)

18. The Key : Call Load
Territory A
Potential # Drs Freq Call Load
A Drs 15 3 45
B Drs 40 2 80
C Drs 95 1 95
Call load of MR / Territory 220
Territory B
Potential # Drs Freq Call Load
A Drs 5 3 15
B Drs 30 2 60
C Drs 145 1 145
Call load of MR / Territory 220

19. Spoon feed data…
Use Mobile SFA

20. Sacrifice…
Give more info
before the Call..
Take less input
after the Call…

21. Data without action is useless
Coach FF to act on data

22. In non urban markets…
Execution is the Strategy

23. The fakirs of India can fall asleep on a
bed of nails with many points.
Make ads. with many points and none
will penetrate.
Make one point and watch it penetrate

24. Focus…
FF will always deliver
what you ask for
Be clear on what to ask..

25. Carry Home…
Potential : Brand strategy
Call Load : a Territory
You get what you ask for

26. Acknowledgements and Image credits
My wife Syamala for non-Interference
Bharath Chaudhary for his reference
Image Credits Unknown Artists &
……………………..Photographers

27. ThanQ
ksatyamahesh@gmail.com
+91 9819 62 01 62