Meritum Partners

Sales & Marketing Strategy Case Study

Top 3 US-based Global Pharmaceutical Company — Anti-Psychotics Physician Targeting Plan


Situation	Approach	Benefit to Client

Top 3 US based pharma is losing anti-psychotic market share to a competitor product Initial assessment study shows that targeting plan needs restructuring Customers who are designated "targets" by client are not "targeted" by competitors Many 'targets' are not making actual prescribing decisions Client wishes to restructure current targeting plan to regain lost market share	Understood current targeting plan by defining customer segments and mapping out calls assigned to each segment Derived relative influence that accounts for peer relationships and percentage of patients seeing other physicians Used patient level data set to draw connections between physicians and to isolate influential targets	Provided client with more effective targeting plan Imparted ability to identify influential physicians for alterative marketing initiatives Created replicable targeting process - number of relationships and % of patients seeing other physicians can be derived through relatively simple coding Freed up client bandwidth to focus on other sales initiatives due to easily deployable targeting

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