How can we segment our doctors, when talking about prescription of medicines?
The only (exception to some countries in the world) and the best source available is Reps call. And we know, due to market studies that the doctor goes through several stages before prescribing a product or to prescribe regularly. This stages are:
UNKNOWLEDGE - Never heard of the brand or the substance (happens regularly with new product in relation to the substance)
KNOWLEDGE - Know the substance and Brand but doesn´t uses it
INTEREST - notes that this substance / brand can be a useful tool for their clinical practice
EXPERIENCE - experience in some (few) patients the product in order to verify the veracity of the statements of the Company in the person of REP (sometimes, before the launch of a particular product, the Companies offer samples for medical specialists - Opinion leaders - so these have experience with the medicines before its release).
USAGE - Having seen the benefits that this product gives the doctor (their patients) begins the regular use of this product in the indication specified (usually 30% of patients with that disease), along he/she uses a pair of brand also (more 2 for same pathology).
REPEATED USAGE - Notes the benefit of a higher mark in relation to the other 2 (preferable ours), and begins to use more (usually in 60% of patients given for the product). Using yet another brand. The exclusive use of a single brand is uncommon.
Through this process we can measure and segment the stage where is our potential doctor. Not necessarily the doctor has to be in each of the stages in this order, but most of them regularly go through this process before they decide to use certain brand.
We, as makerteers, have to position our medicine in the best way to get to the final stage, with the respect of the ethical and legal codes!