Targeting and Segmentation in Specialty Pharmaceuticals with Calibrated Messaging

At the PMSA 2019 conference, Mert Sahin, CMO of GE Healthcare and Ashish Patel from CareSet Systems, presented a session dealing with targeting and segmentation in specialty pharmaceuticals with calibrated messaging.

With capped resources for sales teams, modern sales force sizing and alignment decisions must artfully blend subjective knowledge captured from field experts with objective measurement gleaned from improved access to big data. Among the most critical exercises in planning is building a list of physician and account targets, leading to the prioritization challenge. How can sales management optimize both the physician’s and the field representative's time?

Here are some highlights:
  1. Among a vast portfolio of products, GE Healthcare manufactures injectable pharmaceuticals used to diagnose neurological disorders. Like other pharmaceutical firms, those diagnostic injectables are “buy and bill,” and face the same challenges, including:
    • Medicare datasets have no blackout markets or accounts.
    • Neurology, Cardiology, Oncology, Immunology and conditions prevalent in 65+ age group.
    • No proprietary identifiers. Physician/hospital NPI is backward/forward compatible.
    • First to obtain data from CMS, quarterly, with quarter lag.
    • Generating and publishing CMS PUFs like teaming.

  2. Market access can leverage affiliations by building data-driven plans and tactics:
    • Identify local key opinion leaders (KOLs) who utilize the brand.
    • Expose all organizational affiliations between the target and hospitals, medical groups and other physicians.
    • Invite KOL to local payer account conversations.

  3. Three targeting strategies:
    • Mass marketing: Targets the whole market and ignores segments. The products focus on common customer needs.
    • Segmented: Targets several market segments within the same market, products are designed and targeted at each segment, requires separate marketing plans.
    • Concentrated: Focuses on smaller niche segments or customers, aims to achieve a strong fit within niche.

  4. Putting it all together: How do we use all of the data collected?
    • Capture ROI with your favorite CRM.
    • Maximize ROI with natural language generator.
    • Dynamic content enables niche messaging at scale.
    • Contextualize each target for the representatives.
    • Hyper-localize messaging for market access.

    It is a concrete example in the field of neurology, revealing a method and segmentation framework to help organize physicians to optimal lead allotments. Results and impacts expected include a demonstration of targeting refinement to build messaging, KOL identification by local territory, and an example of how KOLs can power tactical market access in active negotiation with local payers.

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