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CVTA Segmentation & Targeting 21 st Dec 2010

CVTA Segmentation & Targeting 21 st Dec 2010. Why Segmentation & Targeting is important for us to achieve 2011 Business Goals?. Cardiac Care Business Goals for 2011. To achieve sales of 164 crs * with a 25% growth.

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CVTA Segmentation & Targeting 21 st Dec 2010

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  1. CVTA Segmentation & Targeting 21st Dec 2010

  2. Why Segmentation & Targeting is important for us to achieve 2011 Business Goals? Cardiac Care Business Goals for 2011 To achieve sales of 164 crs* with a 25% growth • 15% increase in efficiency in segmentation & targeting for the focus brands# from the baseline • Deployment & launch of Hospital Team One of the key levers • Aligning the Brand strategy to Segment criteria • Identifying the most important doctors to be targeted for the brand • Arriving at the optimal frequency of visits for the targeted doctors • Optimizing on deployment where the highest value really is • Creating focus and practical call plans Business Benefits * Includes Base, Udaan, Onglyza, Brilinta #Focus Brands: Crestor, Seloken XL, Seloram, Selomax

  3. Dr per brand concept S&T strategy : CREST For crestor drs: Crestor, Seloken XL, Olways, Imdur For Seloken xl drs: Seloken XL, Crestor, Olways, Imdur For Olways drs: Olways, Seloken XL, Crestor, Imdur DETAILING ORDER * All Cardiologist to be in 'A' Class followed by all Specialist to be in 'A' class in order of priority

  4. Dr per brand concept S&T strategy : CRESCENT For Selomax drs: Selomax, Vigocil, Seloram, Nitract SR, Betaloc, Ramace For Seloram drs: Seloram , Nitract SR Selomax, Vigocil, Betaloc, Ramace For Vigocil drs: Vigocil , Selomax,, Seloram, Nitract SR, Betaloc, Ramace For Nitract SR drs: Nitract SR, Seloram , Selomax, Vigocil,, Betaloc, Ramace DETAILING ORDER * All Cardiologist to be in 'A' Class followed by all Specialist to be in 'A' class in order of priority

  5. Doctor Profiling: Professional Information

  6. Doctor Profiling: Prescription details on potential & penetration 1. Chemist/Pharmacist Name*: 2. Chemist/Pharmacist Name : Address: Address: Important No of Rx per week

  7. Profiling approach to identify the right Drs for the Brand Profiling Doctor Profiling Hospital profiling • Crest & Crescent Team will do the Dr profiling • Identify new Drs & profile the new & existing CV universe Drs • On an average, 120 Drs per TBM need to be profiled by calling on 100 controlled chemist. • Geography wise Dr allocation to each TBM to do profiling is key to avoid profiling the same Dr repeatedly by two TBMs • Profile to be completed by TBMs in 8 days by visiting 12 chemist per day starting from 29th Dec 2010 • RBM/ABM owns accuracy & completion of profile data • STF Team will do the Hospital profile to understand the overall potential of the hospital for CV business • Metro & Class 1 town hospitals will be profiled • Hospital profiling will be completed in 8 days starting from 5th Jan 2011

  8. S&T process – Step-1 TBMs collect data on Doctors in azdatacollection.com By 10th Jan 2011 Geography wise allocation of Drs for the TBMs to be done by RBMs & ABMs based on the Dr universe data received from HO TBM receives the Dr list from ABMs for profiling TBM identifies the controlled chemist/pharmacist from whom the Dr information to be collected for profiling TBMs will collect the Dr details & write in the profiling book Profiled data will be entered in the Azdatacollection.com website system by the TBM every day

  9. S&T process – Step-2 RBM/ABMs analyze profiling quality ~3 days System to provide the targeted Drs and classification of Drs based on defined rules based on the profiled data by TBMs for the state to RBMs RBMs provides the area wise Dr list to ABMs ABMs along with TBMs to validate the system suggested targeted Dr list and classification - 101 -

  10. S&T process – Step-3 ABM discuss with TBM profiling outcome & finalizes the Dr list ~ By 15th Jan 2011 TBM finalizes the Dr list based on the system generated suggested targeted Dr list in consultation with ABM. Any changes to the Dr list can be done by the TBM in consultation and approval of the ABM. TBM need to give a mandatory reason on why he want to change the Dr or it’s classification. - 102 -

  11. S&T process – Step-4 TBM updates final Dr list in Delta ~1 day TBM updates final Dr list in Delta along with mandatory reasons of deviation against the specific Drs which was reviewed and approved by the ABM ABM approves the final TBM Dr list in Delta On ABM approval in Delta, TBM Dr list is updated automatically and ready for reporting Deviation report along with remarks published - 103 -

  12. S&T process - 4 key steps TBMs collect data on Doctors in azdatacollection.com RBM/ABMs analyze profiling quality ABM discuss with TBM profiling outcome & finalizes the Dr list TBM updates final Dr list in Delta Geography wise allocation of Drs for the TBMs to be done by RBMs & ABMs based on the Dr universe data received from HO TBM receives the Dr list from ABMs for profiling TBM identifies the controlled chemist/pharmacist from whom the Dr information to be collected for profiling TBMs will collect the Dr details & write in the profiling book Profiled data will be entered in the Azdatacollection.com website system by the TBM every day System to provide the targeted Drs and classification of Drs based on defined rules based on the profiled data by TBMs for the state to RBMs RBMs provides the area wise Dr list to ABMs ABMs along with TBMs to validate the system suggested targeted Dr list and classification • TBM finalizes the Dr list based on the system generated suggested targeted Dr list in consultation with ABM. • Any changes to the Dr list can be done by the TBM in consultation and approval of the ABM. TBM need to give a mandatory reason on why he want to change the Dr or it’s classification. • TBM updates final Dr list in Delta along with mandatory reasons of deviation against the specific Drs which was reviewed and approved by the ABM • ABM approves the final TBM Dr list in Delta • On ABM approval in Delta, TBM Dr list is updated automatically and ready for reporting • Deviation report along with remarks published ~1 day By 10th Jan 2011 ~3 days ~ By 15th Jan 2011 - 104 -

  13. Role of key stakeholders for getting the S&T right successfully within the stipulated timelines Business Director • Owning the S&T process • Commitment in ensuring the completion of profiling by 10th Jan 2011 & finalization of list by 20th Jan 2011 • Finalization of S&T strategy as per Brand plan • Finalization of profiling format for clinic & Hospital • Deriving at the validation rule for arriving at targeted Drs from the universe Marketing Director • Implementation of S&T project for the respective zone • Monitoring the execution level. Ensuring 100% completion by stipulated timeline • Responding to queries related to S&T process for the zone • Training and communication to field for the respective zone S&T Champions • TBM wise allocation of CV Dr universe list which need to be profiled along with ABMs by 24th • Ensuring timely completion of profiling by 10th Jan 2011 • Validation on profiling quality • Finalization of Dr list for the region by 20 Jan 2011 RBM • Provide Dr list to TBM for profiling by 26th Dec 2010 • Check on the controlled chemist list from which the Dr information will be collected • Continuous validation on quality of profiling data and provide feedback to TBMs • Ensure timely completion of profiling by 10th Jan 2011 for the area unit • Support challenge with TBM on targeted Dr list brand wise • Support the TBMs in finalization of Dr list by 20th Jan 2011 ABM • Create chemist list for the drs to be profiled and get it approved from ABM by 27th Dec • Ensure quality and accurate profiling of the Dr . TBM owns the profile data • Ensure timely completion of profiling by 10th Jan 2011 for the Drs given • Finalize Dr list by 20th Jan 2011 TBM

  14. Support to the Field For any Technical issues related to http://azdatacollection.com website Please contact For any Functional issues related to profiling, please contact your line manager 1st point of escalation S&T Champion for your Zone North & East: Ranjit.Mishra@astrazeneca.com South: Prag.Goel@astrazeneca.com West: Mark.Haydon@astrazeneca.com 2nd point of escalation Sreenivasan.Chandrasekhar@astrazeneca.com Shambhu.khetawat@astrazeneca.com Support window: Mon-Fri (9:30 am to 6 pm)

  15. Illustration: Cutoff points for potential and penetration to identify targeted Drs High (>13 Rx/week) 7 4 1 • A+ • A • B • NT 8 5 2 Medium (6-13) AZ Penetration 9 6 3 Low (<6) Low (<22) Medium (22-60) High (>60Rx/week) • Other Riders • All specialist to be in class ‘A’ • Important Pin code Drs to be in ‘A’ CV Potential

  16. Doctor profiling Profile data collected for each doctor need to be mandatorily entered in azdatacollection website Data collection to be completed by 10th Jan 2011

  17. Key Challenges…you might need to address at local level TBMs on leave after annual sales closing Allocation of Drs TBM wise for profiling – Crest & Crescent Profiling Quality vs Quantity Focus and attention of ABM/RBM: Beginning of the year…Too many things to work on..What to Prioritize Communication & understanding on the S&T process by the ABM/TBM Waiting for the last date to complete the profiling

  18. …thank you

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