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Ping Pong
Is it still valid?
“The pharmaceutical market has been classified by its prescription potential. Categories 1, 2 and 3 used to be employed whereas categories 4 and 5 would be discarded. However, is such segmentation still valid? Humberto Katori, the Business Support Manager at Baldacci Laboratory, talks about it.
Medical detailing strategies
“For companies in which the sales force may visit most part of active physicians, the strategy is, the more the better. However, for companies in which the sales force focus on big cities, the choice of which professional should be visited must be more careful so that segmentation becomes successful”, states Katori.
What can be done?
According to the Business Support Manager at Baldacci Laboratory, in order to achieve a target some premises must be taken into consideration in this segmentation process. He points out: The Profile of the Company (Reference, Brand and Generic); the Profile of the Product (how and who they are prescribed to); the Profile of the Professional (Patient profile, Prescribing habit and the physician´s appointment fee) and Prescription Place.
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