Our client had recently had cutbacks in the size of the sales force and wanted a rigorous basis on which to target marketing and sales effort and make the most effective use of the marketing and sales budget. Translucency was asked to identify whether payors fell into types which would help this process.
With our client, Translucency identified key characteristics
of payors which might be associated with different marketing and sales strategies.
Translucency mapped the relevant strength of
KDMs and KOLs using its novel KDM® and KOL® approaches in a 1:15 sample
of payors and used other data sources to establish key facts which were considered
relevant (such as the presence or absence of a formulary, the proportion of
generic drugs prescribed etc.).
On the basis of the findings, we developed a categorisation of payors into six types, ranging from ‘highly centralised’ (in which the recommended approach was based on client-payor discussions, to ‘high;y decentralised’ (in which the recommended approach was based on client-prescriber discussions).
Our client used the findings to develop a differentiated marketing and sales strategy for different types of payor. Our client considered that this had allowed them to deploy the smaller sales force more effectively than they otherwise would have done.