Interaction in pharmaceutical industry
Now comes the stage of building on the database collected and refined in the above 2 stages. The basic idea now is to build on the data collected in the first stage. The idea is get to know the doctor intimately. His hobbies, likes, dislikes, family details,etc.
The fundamental premise being that the doctor is as human as anybody else is and hence we should recognise his individuality. It is of utmost important that it is decided beforehand what kind of information would be collected and much more importantly how it will be used.
Interaction can be done at two levels:
• Firstly, personally at the MR level: the most productive would be using human intervention. The MR can easily collect most of the information from his day-to-day interaction with his customers. Alternatively a formal structured questionnaire can also be administered.
The biggest hurdle to this approach is not surprisingly enough the MR. A level of conviction has to e brought into him that the data he would collect would actually be used and more importantly will help him do his job better. Numerous instances abound of companies who have gone about collecting loads of information on their doctors through their MRs and finally not using them at all.
• Secondly. Direct at the corporate level. : The structured questionnaires requesting further details can also be mailed to doctors with each response entitled to a token gift, etc. This approach typically would yield a lower rate of return but the quality of information would be superior to the first approach as it is coming directly from the doctor.
The information collected is then incorporated to the basic database earlier formed. Just to give an idea of the type of information collected by companies consider the following:
• Personal information: date of birth, marriage anniversary, details of children, qualification and experience, etc
• Hobbies and Interests: Activities during spare time, tv channels watched, general interest, magazines read, favorite vacation destinations, etc
• Professional Interests: Type and name of medical journals read, professional membership of associations, attendence at national conferences, etc
• Ownership Details: Household durables owned, vehicle ownership, etc
Companies have been able to collect enormous amount of such data, through either of the means elaborated earlier. What is important to note that they have been able to demonstrate their sincerity in actually using this data?
Now comes the stage of building on the database collected and refined in the above 2 stages. The basic idea now is to build on the data collected in the first stage. The idea is get to know the doctor intimately. His hobbies, likes, dislikes, family details,etc.
The fundamental premise being that the doctor is as human as anybody else is and hence we should recognise his individuality. It is of utmost important that it is decided beforehand what kind of information would be collected and much more importantly how it will be used.
Interaction can be done at two levels:
• Firstly, personally at the MR level: the most productive would be using human intervention. The MR can easily collect most of the information from his day-to-day interaction with his customers. Alternatively a formal structured questionnaire can also be administered.
The biggest hurdle to this approach is not surprisingly enough the MR. A level of conviction has to e brought into him that the data he would collect would actually be used and more importantly will help him do his job better. Numerous instances abound of companies who have gone about collecting loads of information on their doctors through their MRs and finally not using them at all.
• Secondly. Direct at the corporate level. : The structured questionnaires requesting further details can also be mailed to doctors with each response entitled to a token gift, etc. This approach typically would yield a lower rate of return but the quality of information would be superior to the first approach as it is coming directly from the doctor.
The information collected is then incorporated to the basic database earlier formed. Just to give an idea of the type of information collected by companies consider the following:
• Personal information: date of birth, marriage anniversary, details of children, qualification and experience, etc
• Hobbies and Interests: Activities during spare time, tv channels watched, general interest, magazines read, favorite vacation destinations, etc
• Professional Interests: Type and name of medical journals read, professional membership of associations, attendence at national conferences, etc
• Ownership Details: Household durables owned, vehicle ownership, etc
Companies have been able to collect enormous amount of such data, through either of the means elaborated earlier. What is important to note that they have been able to demonstrate their sincerity in actually using this data?