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TargetAdvantage: Clear Focus on Physician-Level Prescribing Motivations to Optimize Personal and Non-Personal Promotion

Maximizing the potential of your promotional efforts requires a precise understanding of several factors: targeting the right doctor, communicating the most relevant message, providing the appropriate level of support, and utilizing the most influential tactics. Yet traditional approaches to developing sales and marketing plans often paint with too broad a brush, determining these factors on the basis of one-time physician surveys and then applying the findings uniformly to large doctor groups whose members are similar in script volume but heterogeneous in terms of their prescribing motivations. The result is often an inefficient and unfocused promotional strategy - a particularly difficult problem in light of sales force reductions and increasingly limited physician access.

TargetAdvantage^SM changes the landscape, by providing physician-level insights based on prescribing motivations. TargetAdvantage is powered by our AdvantageBuilder^SM database, for which we have systematically captured over the last decade extensive attitudinal information, promotional activities, and market forces, and modeled them against actual prescribing for over 500 products in dozens of markets. The resulting drivers - known as Y-Factors^SM - and predictive models uncover physician prescribing potential and quantify promotion response.

The edge to you is in knowing for each physician on your call list and in your therapeutic category the motivations behind prescribing behavior. Among the questions TargetAdvantage can answer:

Who to target - Which physicians show the most responsiveness to each of the four forces (product, payor, promotion, patient) that drive treatment decisions? Do your target doctors ascribe equal importance to the attributes that make up each of these forces, or are some factors more influential than others?

Which message topics to communicate - Which message elements should you emphasize with a given doctor to deliver the greatest impact? Which topics will fail to resonate and thus waste valuable time?

How to most effectively promote to targeted physicians - As physician access becomes more restricted, which doctors on your call list will be most receptive to 'non-personal' forms of promotion? Which are likely to insist on personal, face-to-face support? To whom should sampling efforts be directed to maximize the ROI of this tactic?

Moreover, through KNOW-Y^SM, the online access tool of TargetAdvantage, you can view your data through the lens of multiple dimensions. KNOW-Y gives you the flexibility to rank your target physicians on a given Y-Factor, or to drill down on individual doctors to understand their primary and secondary motivations to prescribe.

View the TargetAdvantage press release

To find out more and get a live demonstration of TargetAdvantage, call a TargetRx representative at 1-877-U-KnowHow or fill out this form and we will reply within two business days.