Best in Class Med Rep
Best in Class Med Rep
Best in Class Med Rep
Medical Reps…
… apply the
ELITE Program
Concepts
Prescriber Insight
Methods
Brand Preference Tactic
Tools High Impact Interactions
Smart Pharma Job Passion
Consulting
Table of Contents
− Consulting p.25
ELITE Program – Presentation p.7
→ ELITE Program Implementation
− Training p.27
− Brand Preference Tactic p.12
→ Seminar
− High Impact Interactions p.15 • Pharma Strategy & Marketing2
→ Masterclasses
− Job Passion p.19
• Action Plans for Med Reps
• The Four Pillars of the ELITE Program
ELITE Program – Conclusion p.22
− Publishing p.31
→ Pharma Marketing Tool Box (Book)
Best-in-Class Medical Reps must apply the ELITE Program 2 April 2017 Smart Pharma Consulting
ELITE Program – Introduction Context
Digital marketing
Sources: Smart Pharma Consulting ¹ Round tables, symposiums, congresses, etc. – ² Sampling, gimmicks, grants, prescription pads… -
³ Continuous medical education through a digital interface – 4 Screen savers, popup windows…
Best-in-Class Medical Reps must apply the ELITE Program 3 April 2017 Smart Pharma Consulting
ELITE Program – Introduction Context
Development of CRM2 and CLM3 tools enabling a more precise profiling of physicians
Best-in-Class Medical Reps must apply the ELITE Program 4 April 2017 Smart Pharma Consulting
ELITE Program – Introduction Context
Smart Pharma Consulting has identified four main reasons explaining the limited
impact of med reps on the opinion and behavior of the prescribers they interact with
Med reps performance limiters
Smart Pharma Consulting has identified four main factors responsible for med reps
underperformance:
Factor #2 Factor #3
To remove these limiting factors, we have recently developed the ELITE Program which
helps med reps reinforce the preference of prescribers for the brands they promote
Best-in-Class Medical Reps must apply the ELITE Program 5 April 2017 Smart Pharma Consulting
ELITE Program – Introduction
The ELITE Program can help med reps create interactions that are better valued by their
customers and thus contribute to strengthen the preference for their promoted brands
Objective of the ELITE Program
Prescribers
“Looking for useful and/or
interesting interactions”
External Influencers Internal Influencers
(Key stakeholders) Face-to-face (Brand Preference Mix1)
Policy makers
calls
Reputation
Pharma competitors
Interactions
Pharma
Physicians company Pharmacists Med Reps
Medical Congresses
Patients & PAGs meetings symposiums Brand Services
Payers & Purchasers
The ELITE Program assumes that prescribers opinion and corresponding prescribing behavior depend on:
‒ External influencers (key stakeholders) ‒ Their willingness to interact with med reps
‒ Internal influencers (Brand Preference Mix) ‒ Med reps ability to create highly valued interactions
1 Corresponds to the three levers (i.e. product attributes, corporate reputation and quality of
Sources: Smart Pharma Consulting
services) that can be activated by med reps to influence the prescribers
Best-in-Class Medical Reps must apply the ELITE Program 6 April 2017 Smart Pharma Consulting
ELITE Program – Presentation
The ELITE Program is based on 4 pillars enabling med reps to interact more efficiently
with prescribers and to optimize the prescription share of the brands they promote
The Four Pillars of the ELITE Program
1. Prescriber Insight
Better Knowledge
& TO Better Convince
Better Understanding
Reputation Face-to-face
calls
ELITE
Med Reps Program Interactions
Medical Congresses
Brand Services meetings symposiums
4. Job Passion
Best-in-Class Medical Reps must apply the ELITE Program 7 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 1. Prescriber Insight
The in-depth knowledge and understanding of individual customer opinion and behavior
are essential to set the optimal mix and level of activities to be devoted to each of them
How to build In-depth Prescriber Insight?
Med reps must regularly collect For each of these collected facts Based on their prescribers
key facts and figures related to and figures, med reps must insight, med reps will be
each individual prescriber: systematically probe their able to define, prescriber by
– What are the profile of his patients? prescribers to discover the prescriber:
– What is the evolution of the number
underlying reasons – The most convincing
of his patients? messages regarding their
Thus, they must identify – brands, the associated
– What are his prescribing habits? prescriber by prescriber – and services and their company
– What does influence him (externally better than their competitors –
and internally)? – The preferred and most
what drives their opinion and effective communication
– What does he expect from behavior channels to convey these
interactions with med reps? messages
– Which communication channels The accuracy of insight will help – The right behavior to have
does he prefer? med reps determine the actions while interacting with them
– What are his personality traits? which will raise the prescriber – The optimal level of effort
– Etc. preference to their brands (investment) to make
Best-in-Class Medical Reps must apply the ELITE Program 8 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 1. Prescriber Insight
While interacting with med reps, physicians look for: information, services, and/or
emotion, knowing that one of these expectations is generally predominant
The “Seeker Portrait” Model – Principle
1 Policy-markers, payers, purchasers, physicians, pharmacists, patients, patient advocacy groups and pharma competitors –
2 From pharmaceutical companies, like MSLs (Medical Science Liaisons), KIMs (Key Institution Managers), KAMs (Key Account
Sources: Smart Pharma Consulting
Managers) may also have a direct or indirect impact on physicians opinion and behavior
Best-in-Class Medical Reps must apply the ELITE Program 9 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 1. Prescriber Insight
To increase the probability of influencing favorably the opinion and behavior of each
physician, med reps must define their dominant type of expectations
The “Seeker Portrait” Model – Features
Information Services
“Information-Seekers” Seeker Seeker “Service-Seekers”
expect from med reps Physicians expect from med reps
information based on Expectations service delivery such as:
clinical studies and – Invitation to enroll
evidence-based their patients in
medicines (EBM) Emotion
Seeker adherence programs
They want to be kept – Completion of patient
informed about the registries
latest disease-related – Compilation of
news (i.e. new clinical scientific information
studies about the promoted “Emotion-Seekers” expect to have a good time, a
product and its competitors, pleasant exchange while interacting with med reps – Invitations to CME1
new medical guidelines, (e.g. about its medical practice, its hobbies, the Med Reps programs
scientific events, new experience, the company he works for, etc. )
regulations from health – Invitations to
authorities, or new They expect med reps to be trusted advisors, congresses /
conditions of co-payment by delivering unbiased information, demonstrating symposiums
payers, etc.) empathy, respect, etc.
Best-in-Class Medical Reps must apply the ELITE Program 10 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 1. Prescriber Insight
The different types of dominant expectations require from med reps different sets of
skills and an adjustment of their behavior while interacting with physicians
The “Seeker Portrait” Model – Implications for med reps
Information Services
Seeker Seeker
Physicians
Med reps must have a Expectations Med reps should be clear
solid expertise in about what they can
analyzing and presenting deliver or not, in order to
clinical studies Emotion satisfy physicians
They should have a Seeker
They should make sure
strong understanding of that the proposed service
science, including is valued and then…
disease state, therapeutic Med reps should benefit from a high emotional
options, etc. intelligence to perceive and analyze physicians … perfectly executed
They should deliver up- emotions and adapt their behavior accordingly
It is easier to differentiate
to-date information that Thus, they will have to add emotion to their from competitors through
will help physicians make communication about the attributes (efficacy, a higher quality of
better clinical decisions safety, convenience) of the brands they promote execution than through
They should also be well- Med reps will contribute to make the brands the service itself, because
trained regarding the perceived as unique, with their own personality, companies generally
healthcare environment likely to match physicians expectations provide similar services
Best-in-Class Medical Reps must apply the ELITE Program 11 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 2. Brand Preference Tactic
The Brand Preference Mix determines the key drivers that can be activated by the
med reps to enhance the preference of their targeted physicians
The Brand Preference Mix (BPM) – Principle
Source: “Building prescriber loyalty”, J.-M. Peny et al., SCRIP Magazine, September 1993 – Smart 1 Corporate
Pharma Consulting social responsibility
Best-in-Class Medical Reps must apply the ELITE Program 12 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 2. Brand Preference Tactic
The Brand Preference Mix Index (BPMI) enables to evaluate the brand performance
on each of its preference components, over time and compared to its competitors
The Brand Preference Mix (BPM) – Tool #1
Source: “Building prescriber loyalty”, J.-M. Peny et al., SCRIP Magazine, September 1993 – Smart 1 Physicians, patients, pharmacists, nurses, payers, health authorities, etc.
Pharma Consulting – 2 Medico-marketing-sales
Best-in-Class Medical Reps must apply the ELITE Program 13 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 2. Brand Preference Tactic
Med reps can monitor the brand performance with the “Brand Preference Mix Index”
while calling upon their targeted physicians and thus, fine-tune their activities
The Brand Preference Mix (BPM) – Tool #2
Globalement Globalement ?
ABC vient de lancer un programme pour améliorer la qualité de ses interactions avec les néphrologues.
Pour ce faire, je souhaiterais faire un point avec vous : approach conveys a positive image
–
Sur votre appréciation : du laboratoire – du produit – des services associés au produit
- = +
0
-
1 2
0
3
1
4
= 2
5
Sur vos recommandations pour nous améliorer sur ces 3 dimensions
3
6
4
7
5
8
6
9
+ 7
10
8
IMAGE LABORATOIRE
9 10 >85% of medical reps say that the BPM helps
10. Sur chacune de ces dimensions, estimez-vous
1. Comment que
que ceux associés à ses concurrents, en termes…
les servicesl’image
évaluez-vous associés
duau produit sont
laboratoire
7. Sur chacune de ces dimensions, estimez-vous que le produit est : meilleur – identique – moins bien que ses concurrents ?
a) …de quantité ?
: meilleurs
? [0=
Meilleurs
– identiques
opinion très négative et –10=
Globalement
Globalement ?
Meilleur Identique
Meilleurs
Moins bien
Identiques Moins bien
2. Pour quelles raisons ? 3. Estimez-vous que l’image du laboratoire est :
11. Que nous recommandez-vous de faire pour améliorer la qualité du produit ?
8. Que nous recommandez-vous de faire pour améliorer la qualité du produit ? Meilleure Identique Moins bonne
que les autres laboratoires en néphrologie
brand with the BPM, they are asked:
IMPORTANCE RELATIVE DU nous
4. Que LABORATOIRE – DU PRODUIT
recommandez-vous ETaméliorer
de faire pour DES SERVICES ASSOCIES
notre image ?
– What is the rationale supporting these
a) de l’image du laboratoire
Smart Pharma Consulting
12. Lorsque vous décidez de prescrire la marque XYZ, quel est le poids relatif - sur une base 100% :
% b) des caractéristiques du produit % c) des services associés %
scores?
Smart Pharma Consulting
From observation to decision: The 4 Ws approach Then, med reps can fine-tune their
messages, their activities, physician by
WHAT? WHY? SO WHAT? WHAT TO DO? physician, based on the feedback
What are the Why did the What are the What should be The collected information should be
scores of the physician give implications of done to reinforce shared with marketers who will define
brand by each these scores? his assessment the preference to specific initiatives to reinforce prescribers’
physician? for the brand? the brand? preference to the brand
Best-in-Class Medical Reps must apply the ELITE Program 14 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 3. High Impact Interactions
By offering physicians exceptional experiences while interacting with them, med reps
access will be eased and the preference to the brands they promote increased
Why to create High Impact Interactions?
Smart Pharma Consulting has developed the “H2I Program” (High Impact Interactions Program)
to help med reps1 create a continuum of exceptional interactions with physicians so that they:
– Accept (or even ask for) more regular contacts with med reps
– Increase their preference for the brands promoted by the med reps
1 Other collaborators from pharmaceutical companies, like MSLs (Medical Science Liaisons), KIMs (Key Institution
Sources: Smart Pharma Consulting
Managers), KAMs (Key Account Managers) may also have a direct or indirect impact on physicians opinion and behavior
Best-in-Class Medical Reps must apply the ELITE Program 15 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 3. High Impact Interactions
Physicians experience while interacting with med reps will depend on their
assessment of the four determinants of the three following types of interactions
High Impact Factors Identification
Medical
Calls
Call
Service
Management
Medical Congresses /
Meetings Symposiums
Meeting Invitees
Logistics Logistics
Management Management
Best-in-Class Medical Reps must apply the ELITE Program 16 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 3. High Impact Interactions
To create High Impact Interactions, med reps need to move up the pyramid of
expectations in an attempt to offer physicians a continuum of unique experiences
High Impact Interactions (H2I) Program – Principles
1. Ultra Expectations
They are not consciously expected and thus can create a
surprise, and hopefully a “wow effect”
They can have a strong positive and differentiating effect
on physicians opinion and possibly on their behavior
Hierarchy of Expectations
2. Extra Expectations
Extra Expectations will fulfill physicians’ additional needs
They are a “plus” which may help differentiate positively
the med rep interactions from competitors
3. Basic Expectations
While interacting with physicians, med reps need to fulfill
physicians basic expectations regarding calls, medical
meetings or invitations to congresses / symposiums
Pyramid of Expectations
Best-in-Class Medical Reps must apply the ELITE Program 17 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 3. High Impact Interactions
For each of the five steps of the H2I Program, enabling tools will be designed to
facilitate their proper execution by med reps
High Impact Interactions (H2I) Program – Framework & Tools
H2I Tracker & Gap Analyzer : Medical calls H2I Physician Insight Questionnaire
Priority Gaps Rationale Solutions to fill Gaps Expectations
Portrait Medical Congresses
Information 1 2 3 4 5
Medical Calls
Meetings Symposiums
Information
Med Rep 1 2 3 4 5 1 2 3 4 5
Seeker
Service 1 2 3 4 5 Service
1 2 3 4 5
Seeker
Call
1 2 3 4 5 Emotion
Management 1 2 3 4 5
Seeker
Generate
Physician Insight
1
Fill the 5
Potential Gaps
Develop a H2I Plan
2
per Physician
Measure & Analyze 4
the Results 3
Best-in-Class Medical Reps must apply the ELITE Program 18 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 4. Job Passion
Job passion lies on six key drivers that pharma companies may manage carefully if
they want their med reps to give their best to achieve their objectives
What is Job Passion?
Job passion is influenced by six key Passion for a job is a strong inner emotion
drivers: which is expressed by:
Sense of Purpose
Satisfaction
Achievement Challenges
Motivation Enthusiasm
Job
Passion
Leading to
Best-in-Class Medical Reps must apply the ELITE Program 19 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 4. Job Passion
As passionate med reps deliver better results than those who are not, pharma
companies must recruit them, sustain their feeling and secure their loyalty
Why to stimulate Job Passion?
curve
Therefore, it is of the utmost importance
for pharma companies to:
Interest
their passion up
– Put in place a plan to retain them
Low High “Pleasure in the job
Quantity & Quality of Work
puts perfection in the work” – Aristotle
Sources: Smart Pharma Consulting 1 In a study carried out by Deloitte in 2014, 88% of interviewed people said they are not passionate at work
Best-in-Class Medical Reps must apply the ELITE Program 20 April 2017 Smart Pharma Consulting
ELITE Program – Presentation 4. Job Passion
Pharma companies and especially area managers should keep up or even stimulate
the passion of their med reps at work with the help of the six following drivers
How to stimulate Job Passion?
Achievement Challenges
1 The ELITE Program, if correctly designed and implemented, will boost the perception of med reps by the prescribers
Sources: Smart Pharma Consulting
they interact with – 2 However, med reps and their managers should keep in mind that autonomy is earned and not a right
Best-in-Class Medical Reps must apply the ELITE Program 21 April 2017 Smart Pharma Consulting
ELITE Program – Conclusion
The best performing companies are able to develop deeper physicians insight and to
create sustainable physicians experiences that stimulate their desire and preference
Key Success Factors (1/2)
Develop Interactions should be used to better know and understand physicians needs…
Insight … and to identify what is likely to please, impress, delight, or positively surprise them
The ELITE Program should come from the top management and disseminate
Instill a
throughout the company to reach med reps who need to understand the benefits they
Culture will draw from such a program
Best-in-Class Medical Reps must apply the ELITE Program 22 April 2017 Smart Pharma Consulting
ELITE Program – Conclusion
To obtain quick and tangible results, “ELITE Med Reps” would need to adjust their
behavior, certain traits of their personality and improve their technical skills
Key Success Factors (2/2)
1. Personality
Enthusiast Creative
Self-confident Empathic / Emotional
Curious Organized / Rigorous
4. Behavior 2. Knowledge
Adjustment to the context of Healthcare environment
each interaction and… Disease environment
… to each physician profile
“ELITE Med Reps” Therapeutic approaches
Regular identification of Promoted brands
physicians expectations…
Physicians profiles, fields of
… and assessment of their interests, needs, wants, etc.
level of satisfaction
3. Analytical Skills
Understanding of physicians expectations
Analysis of interactions with physicians
Definition of actions to carry out
Best-in-Class Medical Reps must apply the ELITE Program 23 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services
Best-in-Class Medical Reps must apply the ELITE Program 24 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Consulting
As the author of the ELITE Program and considering their operational experience,
Smart Pharma consultants are well positioned to facilitate its implementation
ELITE Program Implementation
Smart Pharma Consulting has an in-depth expertise in improving sales force efficiency coming from:
‒ General management experiences in France and abroad for pharma companies
‒ Numerous sales force effectiveness consulting projects carried out since 2001 (e.g. 4 in 2016)
The ELITE Program which has been developed by Smart Pharma Consulting proposes an holistic and practical
approach to obtain a significant improvement of med reps efficiency and efficacy
Smart Pharma Consulting can help pharma companies implement the ELITE Program as follows:
1. Prescriber Insight
1. Craft a communication 4. Develop specific training
strategy demonstrating to Better Knowledge
& TO Better Convince modules1 for med reps and
med reps the benefits they Better Understanding their managers to help them
will draw from the program master:
2. Brand Preference Tactic 3. High Impact Interactions
‒ The concepts
2. Design a framework that fits Reputation Face-to-face Calls ‒ The methods
the company ambition and ELITE
takes into account its current ‒ The tools
Program Interactions
situation Med Reps
related to each of the four
Medical Congresses pillars that constitute the
3. Create specific and user- Product Services Meetings Symposiums ELITE Program
friendly tools to facilitate the
execution of the four pillars 4. Job Passion 4. Adjust the organization to
of the ELITE Program by the best support the execution of
Job More & Higher
med reps Passion Better Work Performance
the ELITE Program
Best-in-Class Medical Reps must apply the ELITE Program 25 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Consulting
The STAR (Sales Techniques Application for Results) program can be entirely
customized to pharma companies needs and rolled out in a timely manner
STAR Program Implementation
Sales
techniques Med reps Area Managers Sales Directors
Internal needs Modules Modules Modules
(Sales force survey)
STAR
Market1 and Med reps Area
Benchmarking Reps Area Managers brand coaching managers
(Pharma & non pharma) coaching Coaching knowledge coaching
Selling skills
Selling skills Selling skills
Smart Pharma
Consulting experience Customized training program contents Performance Monitoring Tools
Evaluation of sales force teams needs and Train the trainers sessions with area managers and
expectations through an internal survey sales force directors
Proposition of adjustments or deep changes National launch of the customized STAR program
matching needs and expectations (seminar)
Enrichment of the program with external analyses Regional roll-out (regional meetings and dual call
(benchmarking) days with area managers & med reps)
Finalization of the program in view of company On-going program adjustments in view of strategic
portfolio and culture priorities and sales force needs
Best-in-Class Medical Reps must apply the ELITE Program 26 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Training
Smart Pharma Consulting proposes a 5-day seminar for seasoned Marketers and
Sales Managers who want to reinforce their strategic and operational marketing skills
Seminar: Pharma Strategy & Marketing1
Day 1: Strategic thinking applied to companies Day 4: Specialized market segment analysis
– Worldwide Pharma and Biotech sectors – Marketing of generics and biosimilar products
– Evolution of the Pharma business model by 2020 – Marketing of OTC products and Rx-to-OTC switches
– Strategic management of Pharma companies – Management of mature products
– Marketing of niche and hospital products
Day 2: Marketing strategic thinking
Day 5: Development of managerial skills
– Optimization of brand value: Brand Preference Mix, etc.
– Sales force effectiveness
– Dynamic prescribers segmentation: Behavioral Prescribers
Segmentation (BPS) approach – Team leadership
– Sales forecasting and performance objectives setting – Corporate behavior
– Brand Planning: Advanced SWOT, Strategy Card, etc. – Communication principles
1 Inter-company program proposed both in English and in French. Since 2005, 133 experienced
Source: Smart Pharma Consulting
executives from 32 pharma companies have attended this seminar
Best-in-Class Medical Reps must apply the ELITE Program 27 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Training
This Masterclass will help med reps better understand how they must build and then
use action plans to improve the efficiency and efficacy of their daily activities
Masterclass1: Action Plans for Med Reps
Day 1 Day 2
9:00 Introduction to the masterclass 9:00 Introduction to the 2nd day
9:10 Review and discussion of activity planning objective, 9:10 Case study #2: Objective setting and strategy crafting:
concepts, methods and tools sent to participants as a - Primary care brand (group A)
pre-read - Secondary care brand (group B)
10:30 Lecture by and discussion with an expert: 11:10 Break
“How to build useful action plans benefiting primarily 11:30 Presentation of the working groups A & B outputs,
to the med reps?” discussion and agreement on key learnings
11:45 Break 13:00 Lunch
12:00 Case study #1: Analysis of the situation at territory 14:00 Case study #3: Development of specific actions to
level – External & Internal analysis: support the territory strategy previously set and
- Primary care brand (group A) selection of activity and performance indicators:
- Secondary care brand (group B) - Primary care brand (group A)
13:00 Lunch - Secondary care brand (group B)
14:00 Case study #1: cont. 15:30 Break
16:00 Break 15:45 Presentation of the working groups A & B outputs,
16:15 Presentation of the working groups A & B outputs, discussion and agreement on key learnings
discussion and agreement on key learnings 16:45 Co-development with participants of key learnings
17:45 End of the 1st day 17:45 End of the masterclass
Source: Smart Pharma Consulting 1 Inter-company programs proposed both in English and in French
Best-in-Class Medical Reps must apply the ELITE Program 28 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Training
Source: Smart Pharma Consulting 1 Inter-company programs proposed both in English and in French – 2 Fast Moving Consumer Goods
Best-in-Class Medical Reps must apply the ELITE Program 29 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Training
Best-in-Class Medical Reps must apply the ELITE Program 30 April 2017 Smart Pharma Consulting
Smart Pharma Consulting – Services Publishing
Smart Pharma Consulting has recently published a 2nd edition of the “Pharma
Marketing Tool Box” which has been specifically designed for pharma executives
Pharma Marketing Tool Box
Best-in-Class Medical Reps must apply the ELITE Program 31 April 2017 Smart Pharma Consulting
Smart Pharma Consulting
Consulting company dedicated to Strategy, Management and Organization services in the pharmaceutical sector
Core capabilities
1 Strategy 2 Management
Organization
3 Organization
1, rue Houdart de Lamotte – 75015 Paris – France • Tel.: +33 6 11 96 33 78 • E-mail: jmpeny@smart-pharma.com • Website: www.smart-pharma.com
Smart Pharma Consulting