Targeting: Reaching Beyond the High-Decile Physician
Although the idea of a “conversion machine” may be just a figment of the imagination, targeting physicians in a systematic and comprehensive way is a reality for many brand franchises who are converting non-writers to writers.
To increase reach and profit, many brand franchises are casting aside the traditional brand marketing model, which targets mainly high-decile physicians, to instead include groups of physicians in all deciles.
Targeting provides insight into the underlying dynamics that drive overall brand performance and ROI, improving both management and profitability. Having early indicators of a brand’s performance allows the brand manager to prepare for and respond to developing marketing needs. In addition, brand managers can clearly determine where resources are most needed and allocate them accordingly.
The Study
Physicians Interactive studied the impact analysis of 2,142 physicians over the course of six quarters, from June 2007 to March 2009. Physicians were divided into six groups based on their prior prescribing behavior, from the highest level of writers to non-writers. All the physicians received branded messaging in the form of online eDetails and were analyzed based on their behavior specific to the brand.
The Highest-Decile Physician
Analysis provided insight into brand-specific behavior of the highest-decile physicians. Of the 224 physicians who were in the highest category of writers in the first quarter, 86% remained in that category over the next five quarters. Almost all of the 13% who left the highest category moved to the high category. A clear picture emerges of the variables and resources that influence physician behavior and movement between quintiles within the brand franchise.
PI has drawn the following conclusions about highest-decile physicians based on the data:
- Highest-decile physicians have very stable prescribing behavior over time
- There is only a one in eight chance that a highest-level physician will slide into a lower level
- Highest-decile physicians almost never become middle- or low-decile writers
Physicians in the highest-decile group do not need to change behavior, but may need the tools and support to keep the brand fresh in their minds.
The Mid-Decile, Low-Decile, and Non-Writer Physician
In this case, high-decile physicians are considered reliable writers; therefore, resources should instead be allocated to capitalize on the growth potential of other decile groups–including non-writers. Yet accessing these deciles is often more difficult because they are not easily reached through traditional sales efforts.
According to the PI data, online marketing efforts had a substantial effect—turning many non-writers into writers. The data indicated that:
- Pre-period writers had a 9% increase in new prescriptions written (NRx)
- Pre-period non-writers had a 40% increase in new prescriptions written (NRx)
By reaching beyond the upper-decile physician and using targeting analysis to get a full-bodied snapshot of each physician, brand franchises can determine the best allocation of resources and possibly increase their reach to previously unreachable physicians.
Although data analysis of this particular brand showed the highest-decile physician to have the least growth potential, the fact remains–targeting allows brand managers to make informed decisions on a case-by-case basis, making their marketing efforts more valuable and cost-effective.
For more information or to learn about the online marketing solutions that Physicians Interactive provides, please contact us at 800-794-6757 or info@physiciansinteractive.com.
