planning for medical detailing/ provider behavior change communications session 3

Planning for Medical Detailing/Provider Behavior Change Communications

SESSION 3

Session 2: Objectives

Understand the planning cycle on both a macro and a micro level

How to gather information to target the right providers and plan effectively

Determine parameters/criteria on which to prioritize and segment providers for highest impact

Utilize tools to effectively manage territory and provider interactions

Planning for Medical Detailing

SLIDE 2

How do you plan today?

► What activities or goals do you plan for?► What activities or goals do you not plan for?► For what time period do you make plans?► Who do you share your plan with?► When do you share it?► How often do you update your plans?

Discuss:

It helps you…

• Save time• Spend your time most

effectively• Focus on and achieve

long term goals• Feel prepared for

detailing conversations• Learn from past

experiences

It helps providers…

• Get the information they need the most

• Avoid spending time on things that really are not important to them

• Deliver better care in the community (up to the latest standards, innovations, etc.)

Effective Planning has many benefits

page 4

What makes a “good” plan?

► Achievable ► Prioritized ► Specific► Measurable► Well thought-out

Discuss:

The best planning is repeated in cycles…

page 6

Analyze2

There are some secrets to success in each step that highly effective medical detailers know. We will share them with you!

Prioritize Your Effort3

Gather Information1

Track Activities & Results4

Gather information1

Be creative!

FIRST - What information do you want to know? What information is important to obtain??

Data PSI provides or that you have collected in past visits

Word of mouth Simple surveys or questionnaires Public sources of information you can collect, if

available (from Internet, businesses, organizations, individuals, etc.)

Consider…

Analyze2

What do you know about each provider?

What kind of facility does he/she work in? Where is the facility? Is it difficult to reach? How many clients does the provider serve? What kinds of clients does the provider serve? How, where, and when are clients seen? When is the provider most busy? For how many of his / her clients can your

product or therapy help? What does the provider think about your

product or therapy?

Which of these facts is important for medical detailing?

How can you use these facts to group (segment) similar providers?

Prioritize your efforts3

With whom should you spend the most time and Effort? Why?

What most differentiates groups of providers in your area? What metrics/parameters are best to use in prioritizing among

the groups? With which group should you be spending the most time? How many times per month should you visit providers in each

group? How are your providers distributed within your territory or

region? For which group should you dedicate the most resources /

support?

Focus is a key to good prioritization3

► You have limited time – don’t spread yourself too thin by treating everyone the same!

► Remember

20% of providers …

… manage or influence 80% of

clients

Keep it simple3

Prioritization need not be complicated!

Determine parameters/criteria Define parameters/criteria Determine where providers are in terms of

parameters Determine frequency of visits Create your plan!

► Form groups of 3-4 people and distribute provider profile cards

► Review the provider profile cards that you have been given

► Organize the provider profile cards into groups► Group those with similar profiles► You decide how to group the providers► Consider the pros and cons of different segmentation schemes

► Next, prioritize the providers and come up with a plan for your territory by planning out your activities for each group Number of times to visit each provider Specific products to focus on Other ideas (e.g., things to focus on, information to gather) Check the feasibility of your plan

Exercise: Grouping and Prioritizing

High potential/

Low behavior

C

High potential/

High behavior

A

Low potential/

low behavior

D

Low potential/

high behavior

B

Behavior ChangeB

ehav

ior

Ch

ang

e (e

xter

nal

)

1 2 3 41

23

4

80/20 Rule and Prioritization

page 14

Track your activities and results4

► Keep track of your activities on a daily, weekly and monthly basis

► Make sure you are following the plan you outlined

► Use the Adoption Stairway and know where each provider is on the steps: What step are they on right now? How can you help them get to the next step?

Interest Trial

AdoptionAdvocacy

Awareness

Track your activities and results4

►Tools to use:

Macro-level

- Provider Tracking at a Glance

- Weekly Planner

- Monthly Reports

Micro-level

- Health Facility Data Sheet

- Provider Visit Notes

- Provider Strategy Planner

► Review the Provider Strategy Planner

► Think of a provider in your area with the following characteristics: High potential Important in the community Currently not very far up on the adoption stairway

► Complete the Background section of the Provider Strategy Planner based on what you know about this provider► Do not go further right now!

► Share it with the group

Exercise: Provider Strategy Planner

Good planning results in effective medical detailing Planning is a cycle - it repeats Planning is never finished…..plans are living breathing

documents that need review, revision, improvement, changes on a regular basis

The 80-20 rule is extremely important – do not spread yourself too thin!

Segmenting and prioritizing providers is critical to success!

Plans need to be feasible

Planning for Medical Detailing Recap

page 18

planning for medical detailing/ provider behavior change communications session 3

Documents