Physician Relationship Management (PRM)
Top
physician marketers are moving beyond the product-centric
sales approach driven by physician prescribing behavior and
sales force allocation to a more sophisticated, effective
and less costly customer-centric sales and marketing
approach – Physician Relationship Management (PRM).
This new PRM approach enables pharma companies to design sales
and marketing programs for physicians based on what’s
important
to the doctors – their time, the success of their
practices, patient satisfaction, their influence in the
medical
industry, their professional interests and goals, their
accomplishments, and of course product efficacy and safety.
While this sounds like a very ambitious goal, many of the
components needed typically already exist within your
organization — the trick is integrating what’s in place,
inserting what is not, and demonstrating measurable value
throughout.
Click here to download our PRM
paper.
Fully maximizing the value of a pharmaceutical company’s
relationships with physicians is only possible with a robust
PRM strategy that integrates all aspects of a physician’s
direct and indirect relationships with the company.
Project Framework:
PRM FastTrack™
DBMT maximizes the use of the company’s existing
capabilities, data and resources to build a robust framework
while minimizing cost and time.
The PRM initiative is made up of three phases:
Assessment and Planning
Execution of Pilot PRM Programs
Full Implementation
Phase 1: Assessment and Planning
The purpose of this phase is to assess the current state
of PRM at the pharmaceutical company, identify the
enhancements needed to fully prepare for PRM implementation,
and to plan the PRM pilots that will be implemented in Phase
2.
Review and assessment, including review of documents and
interviews with key stakeholders in market research and
analytics groups, professional marketing and IT
Develop Gap Analysis and Phased Recommendations
Develop plan for pilot PRM programs and data integration
Present findings and plan for Phase 2
Phase 2: PRM
Pilots and PRM Data Integration
Based on the
findings from Phase 1, DBMT will design and manage PRM
Pilots calculated to demonstrate the value of enterprise PRM
activities and build consensus with a unified view of PRM
within the company.
The purpose of these pilots is not only to determine
the best approach to managing physicians, but also to
determine the best approach to transition company resources
from product-focus to an integrated customer-focus.
DBMT will develop predictive models that calculate optimal
marketing and communications channel mix for each physician
segment, enabling pharmaceuticals to optimize their spend
and improve program effectiveness.
To support these pilots and models, DBMT will work with IT
to improve physician information management and integration
across each of the functional areas.
Finally, DBMT will assess the success of the pilots and
develop a recommendation and plan for the full
implementation.
Phase 3:
Implementation
Based on the
findings from Phase 2, DBMT will refine and execute its plan
to build full-scale PRM across the enterprise.
In addition,
our PRM analytics leverage
DBMT's ground-breaking Rolling Multiple Cohort
(RMC) Methodology™ to
track behavior and aggregate multiple behavioral streams to
deliver the most accurate longitudinal customer
behavioral insights that incorporate broad-scale analysis
with trending over time.
For more information about PRM and to schedule a free
consultation, please call 212 717 6000 x202.
Click here to download our PRM
paper.
You may also be interested in our Key
Opinion Leader services.
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| Customer Testimonial
"DB
Marketing Technologies has enabled us to answer the
important questions. The combination of the intelligence of
their consultants, clear analytic approach, and ability to
both document and execute on their findings has enabled us
to make many important marketing decisions.
DBMT’s expertise in using data to both improve marketing
performance and calculate dollar return for marketing spend
has been invaluable to my team.
By working together with our ad
agency and all vendor/partners involved in the promotional
effort, DBMT is able to better align the total promotional
effort, ensuring that there is no project overlap, serving
to lower our overall spend and increase the return on
investment."
Brand Director
Roche
Laboratories
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