Segmentation of customers
Segmentation of customers
Pharmaceutical customer segmentation is important, this can really give you an edge on the competition.
Pharmaceutical customer segmentation is important, this can really give you an edge on the competition.
The focus of customer coverage would have the following intentions:
The focus of customer coverage would have the following intentions:
- To move customers from Q4 to Q3 by exciting them with our offering (knowledge as well as service and CRM).
- Continue to delight customers who are in Q3.
- Support customers in Q2.
- Keep in touch with customers in Q1.
The guidelines to monthly coverage are as follows:
The guidelines to monthly coverage are as follows:
- Q3 (high Rx-high potential) – these customers are having very high potential and they are also high prescribers for company. Hence, it is imperative that they take maximum importance in our customer list. We need to identify these customers and plan maximum frequency for them.
- Q4 (high potential-low Rx) – these customers also are high potential customers, but they are not high prescribers for company. Hence, they are ideal customers for conversion. Converting these customers will guarantee us growth. Hence, these customers take next priority in our call planning.
- Q2 (low potential-high Rx) – these customers are having average practice; however, their maximum share is dedicated for company. They ensure stability to us. Hence, they must be kept in touch with.
- Q1 (low potential-low Rx) – these customers have low practice and also give poor Rx support to us. Each medical representative needs to evaluate how many of these customers have potential to contribute significantly to business. Only then should medical representative decide the time to be spent on Q1 customers.
While planning customer coverage, the medical representative must consider that he needs to have exclusive time for RCPA during the month. In that time, he must carry out RCPA for majority of his customers. The planning of these RCPA days for the month is done by the medical representative and approved by the ASM/RSM.
While planning customer coverage, the medical representative must consider that he needs to have exclusive time for RCPA during the month. In that time, he must carry out RCPA for majority of his customers. The planning of these RCPA days for the month is done by the medical representative and approved by the ASM/RSM.
The exclusive RCPA time can be planned in any manner like:
The exclusive RCPA time can be planned in any manner like:
Every day (9:30 – 10:30 and 4:00 – 5:00) (as this could be a time when customers are not meeting medical representatives), or every Monday or every Saturday, or every Monday 2nd half and every Thursday 2 half, etc. It is not mandatory that every medical representative takes the same exclusive RCPA time. However, every medical representative must plan for this time according to the territory characteristics. This must be approved by the ASM and needs to be adhered to. The maximum exclusive RCPA time a medical representative can plan for must not exceed 4 working days.
Every day (9:30 – 10:30 and 4:00 – 5:00) (as this could be a time when customers are not meeting medical representatives), or every Monday or every Saturday, or every Monday 2nd half and every Thursday 2 half, etc. It is not mandatory that every medical representative takes the same exclusive RCPA time. However, every medical representative must plan for this time according to the territory characteristics. This must be approved by the ASM and needs to be adhered to. The maximum exclusive RCPA time a medical representative can plan for must not exceed 4 working days.
The exclusive RCPA time should only be in the HQ town – for ex-stations/out-stations, medical representative should carry out RCPA and customer coverage on the same day.
The exclusive RCPA time should only be in the HQ town – for ex-stations/out-stations, medical representative should carry out RCPA and customer coverage on the same day.
Based on the above segmentation and requirement of exclusive RCPA time, a re-look at customer coverage might be required. This might require some customers (in Q1) to be removed from coverage. However, this reduction in number of customers must be done with extreme caution so that only customers in Q1 are dropped. ASMs must verify this with each medical representative before the customer lists are changed.
Based on the above segmentation and requirement of exclusive RCPA time, a re-look at customer coverage might be required. This might require some customers (in Q1) to be removed from coverage. However, this reduction in number of customers must be done with extreme caution so that only customers in Q1 are dropped. ASMs must verify this with each medical representative before the customer lists are changed.
This re-look at customer coverage is being done so that:
This re-look at customer coverage is being done so that:
- The medical representative now has more time to concentrate on the customers who have potential.
- The medical representative now has exclusive time to study these customers through RCPA and then address them through customized communication.
- The combined effect of all the above is going to result in a significant jump in prescriptions from these customers.
The above customer segmentation needs to be reviewed every quarter based on RCPA and changes need to be done on customer coverage plans.
The above customer segmentation needs to be reviewed every quarter based on RCPA and changes need to be done on customer coverage plans.
Based on above illustration and segmentations, Medical Representative and ASM, both together decide frequency of the visits to each customer. which will look like this example:
Based on above illustration and segmentations, Medical Representative and ASM, both together decide frequency of the visits to each customer. which will look like this example:
