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Differentiation in pharmaceutical industry

Discuss Differentiation in pharmaceutical industry within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; Differentiation in pharmaceutical industry The success of any loyalty program lies in differentiating the key customers. Typically, a MSR would ...

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Sunanda K. Chavan
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Differentiation in pharmaceutical industry - September 29th, 2010

Differentiation in pharmaceutical industry

The success of any loyalty program lies in differentiating the key customers. Typically, a MSR would classify his doctors using the ABC Method as core, important and others based on the amount of business he gets.(or expects to get) from them.


The number of sub-classes would vary but the principle would be the same. In a typical pyramidal fashion the top-rung doctors who are the least in number would be commercially most important and the importance would linearly decrease as one goes down the pyramid.


The numbers would propotionately increase as per the Pareto principle.
The point to be borne in mind is that the whole basis of diffrentiation is being done on very subjective terms of the perception of the local MR unlike other industries viz. Airlines, who would classify frequent fliers based on data collected from reservation.


Since there is no formal mechanism of capturing data about the revenue generated from a doctor, the MR is the sole and final judge.
Thus the database formed is step one, can be now classified into the important doctors and the not so important ones.
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Jitendra Mazee
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Re: Differentiation in pharmaceutical industry - October 31st, 2017

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Originally Posted by sunandaC View Post
Differentiation in pharmaceutical industry

The success of any loyalty program lies in differentiating the key customers. Typically, a MSR would classify his doctors using the ABC Method as core, important and others based on the amount of business he gets.(or expects to get) from them.


The number of sub-classes would vary but the principle would be the same. In a typical pyramidal fashion the top-rung doctors who are the least in number would be commercially most important and the importance would linearly decrease as one goes down the pyramid.


The numbers would propotionately increase as per the Pareto principle.
The point to be borne in mind is that the whole basis of diffrentiation is being done on very subjective terms of the perception of the local MR unlike other industries viz. Airlines, who would classify frequent fliers based on data collected from reservation.


Since there is no formal mechanism of capturing data about the revenue generated from a doctor, the MR is the sole and final judge.
Thus the database formed is step one, can be now classified into the important doctors and the not so important ones.
Many many thanks my friend for sharing sucn a nice information on Differentiation in pharmaceutical industry and i am sure it would help many other people here. BTW, i am also sharing some useful information for sharing more related content to your thread.
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