1. Planning for Medical Detailing/ Provider Behavior Change Communications SESSION 3

2. 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

3. page 3 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? 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:

4. 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

5. page 5 What makes a “good” plan? ►Achievable ►Prioritized ►Specific ►Measurable ►Well thought-out What makes a “good” plan? ►Achievable ►Prioritized ►Specific ►Measurable ►Well thought-out Discuss:

6. The best planning is repeated in cycles… page 6 Analyze 2 There are some secrets to success in each step that highly effective medical detailers know. We will share them with you! Prioritize Your Effort 3 Gather Information 1 Track Activities & Results 4

7. page 7 Gather information 1 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…

8. page 8 Analyze 2 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?

9. page 9 Prioritize your efforts 3 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?

10. page 10 Focus is a key to good prioritization 3 ►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

11. page 11 Keep it simple 3 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!

12. page 12 ► 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 ► 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

13. page 13 High potential/ Low behavior C High potential/ Low behavior C High potential/ High behavior A High potential/ High behavior A Low potential/ low behavior D Low potential/ low behavior D Low potential/ high behavior B Low potential/ high behavior B Behavior Change Behavior Change (external) 1234 1 1 2 2 3 3 4 4 11 22 33 44

14. 80/20 Rule and Prioritization page 14

15. page 15 Track your activities and results 4 ►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 Adoption Advocacy Awareness

16. page 16 Track your activities and results 4 ►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

17. page 17 ► 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 ► 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

18. 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