思普维德.pdfVIP

Winning the prescription decision journey Prepared for 2nd Pharma Decision Science Summit August 2011, Qingdao Simon Lu Sapere Videre Marketing Research If marketing has one goal, it’s to reach prescribers at the moments that most influence their decisions. 2 How prescribers make decision? the initial-consideration set: the small number of brands prescribers regard at the outset as potential options. 3 Marketing Campaigns Awareness  “Funnel” Familiarity  Consideration  Prescription  Loyalty 4 Brands in the initial-consideration set can be up to several times more likely to be prescribed eventually than brands that aren’t in it. 5 Not all is lost for brands excluded from this first stage, however. 6 Empowered prescribers “我们也问他公司，你这个产品我能不能让病 人长年累月地吃，我说的我们必须要安全。它 再安全你长年累月地吃，他体内有没有蓄积？ 上网去查，实际上它也是有副作用的，不像他 们公司说的一样。” 深度访问笔录 某眼科医生，2011年09月 7 Two types of loyalty Of prescribers who profess