Promo Monitor PROMO MONITOR is a tool to measure

Promo Monitor PROMO MONITOR is a tool to measure the In-Clinic Effectiveness of a Medical Representative of a Company Promotion Monitor • Helps one to understand the impact of promotional activities in doctors chamber • You can see how Doctors are impacted by your calls • You can see how they are impacted by your competitors • You can identify opportunities to improve your impact and competitive edge • Data is raw data and not extrapolated data • Currently available at Speciality • GPs • Consulting Physicians • Cardiologist • Diabetologist 16 Metros - 4 Zones 2 Number of Doctors on Panel 950 250 250 50 This feedback assists companies in achieving Best Practice thereby influencing prescribing behaviour Patient orientation All products discussed Detailing order Messages Frequency of visits Promotional material / incentives / gifts Duration Targeting Increased intent Segmentation / profiling Value-addition CLOSING skills Communication skills Probing skills Relationship/rapport Product knowledge Customer focus 3 Competitor intelligence Benefit sell Evidence-based Best Practices: Impact Improved Rep-Physician Relationship & Productivity More targeted promotion Improved message development Effective matching of message to physician Selection of appropriate promotional mix Improved call quality More productive S&M team Increased rep motivation Improved ROI 4 Methodology and Sample The Promotion Monitor insights are received from a sample that is spread across 16 Metros through a diary medium I) Overview: The Promotion Monitor® involve a sample of doctors in practice in India. It is a key International pharmaceutical business tool. II) Sample Distribution: The doctor sample is selected from the target lists provided. It is stratified across Metros & is routinely refreshed by rotating Doctors in or out as required. III) Data Collection: The sample utilises a diary system which records Representative interaction & is returned monthly. The feedback is noted by drs in the diary medium immediately after (or as soon as practicable) the rep leaves the dr’s clinic. IV) Reports: Reports are provided in HTML & PDF delivered on a CD every month on all company products and competitor brands. 6 Our Coverage • • North: Delhi, Jaipur, Lucknow, Kanpur • • West: Mumbai, Ahmedabad, Nagpur, Pune, Indore • • East: Kolkata, Patna • • South: Chennai, Hyderabad, Bangalore, Vizag, Kochi 7 To allow for robust and accurate commercial decisions to be based on the insights, the sample is statistically significant and comprehensive • GP Promotion Monitor™: The Commercial tool • Around 950 GPs reported every month on a rolling sample • Incl. GP MBBS and GP Non-MBBS • Over 750,000-900,000 GP-rep discussions a year • CV Promotion Monitor™: The Commercial tool • 550 doctors inclusive of CPs, Cardiologists and Diabetologists 8 Companies receive monthly reports, on-going training and consulting workshops to help drive Best Practice • Reports available on a monthly basis on both quantity & quality of representative interactions across India • Information provided in graphs & tables on a rolling qtr, MTH, QTR, MAT & YTD basis • Own company & competitor performance across all major markets in a specialty area both at company & brand level • Customisation, ad-hoc value-addition, flat files to help in better utilisation of information internally • Insights & consulting into application, implementation & delivery of better performance at customer • Training of sales, marketing, training/HR & market research departments to assist in driving commercial performance • Workshops to facilitate “Best Practice” & review performance improvement opportunities 9 Helps Marketing decide-- • How are the noise levels of my brand vs Competition in the doctors chambers ? • Do doctors feel like increasing support for my brand as a result of the discussions ? • From where does the major support come ? • What is the usefulness of Literature/Samples ? • Is the communication in the right direction ? 10 • Take a case study of one of the leading brands of the Company & prove the usefulness of the Promo Monitor • The next slides to be used as guide to effectively deliver the impact of promo monitor in making marketing/promotional investments’ decisions. 11 In the doctors chamber Diamicron is the brand that is talked about the most Share of Voice: Key QUANTITY parameter highlighting which brand(s) are being recalled most by doctors 12 Most of the times that Diamicron gets discussed in the doctor’s chamber, his prescribing intention increases Quarter (Jul - Sep) 2006 Product Diamicron Amaryl Glyciphage Glimaday Huminsulin Gemer Wosulin Mopaday Glycomet-GP Specialists' Prescribing Intention Increase No change Decrease Count Row % Count Row % Count Row % 106 55% 84 43% 4 2% 76 48% 83 52% 82 54% 69 46% 63 49% 61 48% 4 3% 70 56% 56 44% 70 60% 46 39% 1 1% 51 44% 62 54% 2 2% 57 50% 54 47% 3 3% 66 60% 44 40% Count 194 159 151 128 126 117 115 114 110 13 It is the Loyalists and the Users who are supporting Diamicron 14 Literature usage is the highest with Diamicron 15 Sample usage is the least by Diamicron 16 In the Anti-diabetic Market Dosage, Administration, General promotion & Indications are the top communication messages 17 Diamicron also focuses on Dosage/Admin, Indications, disease for communication Key Areas of Communication by Product Anti-diabetics Market (A10) Quarter (Jul - Sep) 2006 Key Areas of Communication Overall Market Glimaday Availability 2% 3% 4% Comparison to Others 5% 3% 3% Cost/Price 6% 4% 4% Dose/Administration 36% 41% 31% Efficacy 6% 2% 6% Specialist/Patient/Disease 17% 13% 18% Indications 21% 13% 23% New 1% 1% Pharmacology 15% 19% 22% Promotion - General 26% 35% 28% Promotion - Materials 12% 10% 15% Promotion - Studies 0% Side Effects 3% 2% Hospital 0% * Column percentages total > 100% because there are multiple messages communicated per discussion. % of Discussion by Selected Products * Amaryl Diamicron Diapride Gemer 1% 2% 2% 4% 8% 3% 2% 1% 6% 26% 45% 24% 9% 10% 6% 15% 25% 11% 22% 27% 14% 1% 9% 15% 5% 26% 20% 26% 16% 10% 15% 1% 1% 8% 8% 18 This can be also seen as against the actual responses recorded from the doctors chamber Diamicron Message 30mg, 60mg 30mg, once daily SR, cardioprotective 60mg 60mg 60mg 60mg 60mg, 30mg 60mg, seven more years free of insulin, independent action of oxidative stress Increase use in NIDDM Nil No entry Safest among sulfonylureas 30mg, 60mg, 120mg, for effective round-the-clock control of blood sugar 30mg, 60mg, 120mg, for effective round-the-clock control of hyperglcaemia 60mg 60mg, action discussed 60mg, powerful long term 80mg, delays insulin initiation Intention to Rx Prior use Useful Increase Loyalist Not. Increase Loyalist Very. Increase Increase Increase Increase Increase Loyalist Loyalist Loyalist Loyalist Loyalist Very. Mod. Mod. Mod. Mod. Speciality GenPh Diabet GenPh GenPh GenPh GenPh GenPh Increase Increase Increase Increase Increase Increase Loyalist Loyalist Loyalist Loyalist Loyalist User Mod. Except. Not. Very. Very. Very. GenPh Card Diabet Card/Diab Diabet Diabet Increase Increase Increase Increase Increase User User User User User Very. Very. Mod. Mod. No Diabet Card Card GenPh Card 19 To Summarise • Diamicron is the brand which gets extensively discussed in the doctors chamber and each discussion results in increased intention to prescribe • Loyalists and Users give the maximum support • Literature and not samples would be the adequate medium of promotion • Dosage, indications and pharmacology are the top communication messages for an OAD and Diamicron is in the right direction. 20 THANK YOU