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How the “Detailing Mixtures” Increases Your Product Willingness

Reza Bin Zaid


‘Detailing Mixture’ is the key-talking-point for detailing a brand to increase a brand willingness. The medical reps promote a brand with a couple of informations, but in the real situation, it might happen that the doctors feel almost no interest due to irrelevant informations to their own practice. The ‘detailing mixture’ is an ideal mixture of unique brand information that are customised only for doctors for special clinical relevance.


Promotion of ‘detailing mixture’ is likely to develop a brand emotion better than the competitor’s brand and increases the brand willingness. The table is showing an example of ‘Detailing Mixture’ and its topics that likely to increase a brand willingness to specified clinical practice.


Yet, the development of this critical detailing tools is often handled with less rigor than one might expect. Only one, out of every three sales reps actually use inappropriate informations during a physician visiting. The ‘Detailing Mixture’  could be pharma's most powerful sales tool. This is used to assist in communicating with product's features and benefits to physicians. It can be utilize to influence the physicians' prescribing behavior.  

‘Detailing Mixture’, a New Way of increasing your brand willingness.

 

To get an idea, company can do a predictive brand modeling. In order to assess the effectiveness of ‘detailing mixture’ before it gets handed to sales reps, companies can build predictive models by utilizing recent data available from MedAnalytics. This data then can be analyzed against actual changes in brand willingness, once the ‘Detailing Mixture’ will be submitted to physicians. This model gives marketers a sense of idea whether a ‘Detailing Mixture’  will affect the brand willingness or not, by changing physician’s prescribing behavior.

 

Designing a predictive model.

First we select the two different brands for the predictive modeling. For example, product X and product Y are not direct competitors, though they are comparable for their promotional dynamics.  Cetirizine Dihydrochloride and Fexofenadine Hydrochloride, for instance,  are judged to be very comparable because of the same promotional dynamics of a non-sedating anti-histamines therapeutic class. They are marketed to same specialty physicians.

We do followings to observe the results:

  1. First we record the current brand willingness of each brand.

  2. Then we monitor brand willingness after launching ‘detailing mixture’ for both products X and Y.

Finally, the brand willingness score is compared with the results of the earlier scores. The result will explain how the ‘detailing mixture’ will work for building a brand willingness.


Impact of Predictive Modeling

Certainly, brand willingness are driven by many factors, but correlation of pre-launch test results with after-launch test results achieved by sales reps in the field, is indicative of the power of predict ’detailing mixture’.

The ‘Detailing Mixture’ can be a powerful tool that contribute in the improvement of the brand willingness, as it represents the tangible intersection of marketing and sales execution.

We invite you to join our predictive modeling.

Contact us.