For Pharmaceutical professionals FF segmentation and sizing tool.

1. Target Segmentation Grid
(TSG)
Walid Saafan
1 Target Segmentation Grid (TSG)-Presentation / Egypt

2. Topics
 Objectives
 System Inputs
 Target Drs data collection
 TAR calls/day per territory Potentiality &
Adoption Grid steps definition
 TSG deliverables
 TSG check vs IMS
 Defined Marketing Mix strategies
2 Target Segmentation Grid (TSG)-Presentation / Egypt

3. Objectives
 Redefine target Drs based on their potentiality
and adoption (9 boxes grid) per brand.
 Different overviews about our target Drs.
 Pre-defined strategies for each Dr type.
 Assess MR workload.
 Utilize marketing mix tools to the right target.
3 Target Segmentation Grid (TSG)-Presentation / Egypt

4. System Inputs
PM Input FF Input
PM input FF input
 GRID steps (L/M/H)  Dr Potentiality
 Target frequency  Dr Adoption
 Target visits/day
4 Target Segmentation Grid (TSG)-Presentation / Egypt

5. Target Drs data collection
Territ, Territory Name , Brick Sp, Cust.,No. Customer Name , Class, Street/Extension , Bld.,No Potent. Rx share
EMAD WASSEF ADEL EDWARD 214 ED 274470 DR. SAMEH ABDEL SHAKOUR A EL TERIA EL BOULAKIA ST. 0 0
 Updated Dr data by FF.
 Potentiality  # of packs for therapeutic class FF
generated from the physician PER WEEK eg 50
 Adoption  # of packs for our brand generated by the
physician PER WEEK eg 5
 Flexibility in grid step definition based on boxes instead
of old fixed definition A/B/C.
5 Target Segmentation Grid (TSG)-Presentation / Egypt

6. TAR calls/day per territory
FF
 Specify target call visits per territory based on target Drs
accessibility on the geographical areas.
 Zone/ national average target calls calculated.
Territory Target call/Day
Zone Avg Taret call/Day
MAADI 8 .0
HELW AN 8 .0 National 8.7
GUIZA 1 8 .0 Giza 8.4
GUIZA 2 8 .0
GUIZA 3 8 .0 Cairo 8.5
GUIZA 1V 8 .0 Delta 9.0
GUIZA V 8 .0
IMBABA 1 9 .0 ALEX_BEHERA 8.7
IMBABA 2 9 .0 UPPER_EGYPT 9.0
FAISAL 8 .0
EL HARAM 8 .0
FAYOUM 9 .0
BANI SUIF 9 .0
EL MENYA 1 9 .0
EL MENYA 2 9 .0
HELIOPOLIS 1 8 .0
HELIOPOLIS 2 8 .0
HELIOPOLIS 3 8 .0
NASR CITY 8 .0
6 Target Segmentation Grid (TSG)-Presentation / Egypt

7. Potentiality & Adoption Grid steps
definition
 Histogram to facilitate the GRID steps definition (L/M/H)
based on the distribution of # boxes.
 Identify potentiality ranges by changing Min/Max intervals
PM
Potentiality Step Frequency %
Potentiality Scale Min 0 120 1.3% Potentiality disctibution
0 L Step 1 5 1459 15.7%
8 M Step 2 10 1560 16.8% 18.0%
50 H Step 3 15 842 9.1%
Step 4 20 1088 11.7% 16.0%
Step 5 25 312 3.4%
Step 6 30 945 10.2% 14.0%
Step 7 35 272 2.9% 12.0%
Step 8 40 722 7.8%
Step 9 45 53 0.6% 10.0%
Max 50 590 6.3%
8.0%
>Max >50 1331 14.3%
6.0%
4.0%
2.0%
0.0%
0 5 10 15 20 25 30 35 40 45 50
Step 1.3% 15.7% 16.8% 9.1% 11.7% 3.4% 10.2% 2.9% 7.8% 0.6% 6.3%
Voltaren PT team
7 Target Segmentation Grid (TSG)-Presentation / Egypt

8. TSG deliverables
 Filter grid results by different criteria/ combinations
 Zone, IMS Territory, Specialty, GRID
 Count of Drs & % per Grid (based on the selection
criteria)
 Count of Drs & % per tier.
 List of all Drs with complete information (based on the
selection criteria).
 Calculate the estimated MR number equivalent based on
the defined target call frequency per grid.
 Compare the territory sales contribution vs MR
equivalent contribution in that area.
8 Target Segmentation Grid (TSG)-Presentation / Egypt

9. TSG deliverables– cont.
Voltaren PT team
9 Target Segmentation Grid (TSG)-Presentation / Egypt

10. TSG check vs IMS
 Compare TSG consolidated data vs IMS units sales
/MAT.
 Decreased IMS units by two identified factors:
 OTC or repeated RXs
 % of our Target Dr vs the universe
 Analysis graphs presented for Total ATC RXs & Our
products RXs
 Three level of details: National/ Zone/ Territory
 highlight the areas where more than 20% variances exist
 Ongoing process, Drs list to be updated each cycle
 Will be included in Siebel Focus cycle.
10 Target Segmentation Grid (TSG)-Presentation / Egypt

11. Defined Marketing Mix strategies
 Defined strategies defined
for each grid.
11 Target Segmentation Grid (TSG)-Presentation / Egypt

12. Thanks
12 Target Segmentation Grid (TSG)-Presentation / Egypt