A novel approach to identifying Market Potential across Geographies
A novel approach to identifying Market Potential across Geographies https://datazymes.com/wp-content/uploads/2020/12/CaseStudy_MSA_Segmentation.jpg 874 600 Vivek g https://secure.gravatar.com/avatar/927c001dd3a13b6e015a946097c9aa5c?s=96&d=mm&r=gQuantifying potential and opportunities across the geographic segments, beyond the traditional approaches.
DataZymes enabled identifying clusters with maximum potential and enhance sales force messaging effectiveness
Challenge
The pharma client, being a medium sized company and working with limited sales force was looking at enhancing the approach to quantify potential and opportunities across the geographic segments, beyond the traditional approaches.
Typically, geographic segmentation and measurement are largely driven by prescriber and distribution related metrics such as Rx, DDD Sales etc. However, it is equally critical to consider the additional perspective of managed care and patient access to arrive at a multi-directional approach to assessment.
THE CLIENT SOUGHT FOR:
- A simple yet effective approach to arrive at a consolidated assessment of the geographies for their market potential and design effective messaging by sales force
- UI based solution for easy navigation and drill down
- Flexible solution for evaluating multiple scenarios and impact of metrics on geographic segments
Approach
DataZymes began with building an integrated data mart for range of performance metrics such as Rx, lives covered, Out of Pocket cost, # of Prescribers etc. Weightages were assigned to each of the metrics based on the relevance and criticality to the therapy area for calculating composite score for each of the MSAs. Thresholds were defined for market favorability index, to identify MSAs with optimal payer access favorability.
The solution was developed in Tableau with power to end user to assign different weightage and threshold limits and generate scenarios for sales force optimization. Ability to drill down into a MSA for detailed analysis provided additional ability to understand the market dynamics.
Approach
Result
This sophisticated yet simple solution with effective visualization ensured business to identify the true potential of the areas, identify market dynamics and customize promotional and managed care strategies.
DataZymes is a global cloud data platform and analytics organization focused on Pharma and Life Science industry. DataZymes combines combine deep Pharma domain expertise, modern cloud technologies, data Science, and human-centric designs to enable modern digital solutions and to gain competitive advantage with advance solutions for Pharma and Life Sciences clients.
