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Patient-Level Targeting

On of the most advanced applications of patient-level data is Molecular Targeting.
 

Molecular targeting allows identifying and targeting not only individual physicians but also tightly connected physician molecules. Molecular targeting leverages connections between different physicians and enables pharmaceutical sales representatives to influence high writers by targeting most influential physicians in the molecule.
 

Instead of targeting physicians on an individual-by-individual basis, Molecular Targeting approach recognizes physicians constantly interact with each other and therefore targets groups of physicians in one fell swoop. The expression “molecular targeting” underscores the fact it is the molecule (tightly bonded group of physicians) and not the atom (individual physician) that takes center stage. Such an approach requires an accurate mapping of the working relationships that exist among physicians (sociogram) and as a result has been out of reach until recently. Thanks to the advent of patient-level data the marketer can now map out working relationships among physicians by tracking the movement of patients across different healthcare givers.
 

Upstream and Downstream Targeting

Physician Molecule

“One of the brightest individuals that I've met in my career. JP has an incredible skill regarding simplifying issues, and preparing presentations for senior management." -- Director, Large Pharmaceutical Company

“Extremely brilliant and gets it right away.” --Director, Large Pharmaceutical Company

“Very professional!” --VP, Large Medical Devices Company

“JP and I are a great team. I get all kinds of ideas and he gets them implemented.” --VP, Large Pharmaceutical Company

“Always does quality work.” --Director, Large Medical Devices Company

"The amount of knowledge that they bought, not only about their tools but about the industry & tool applications.” --Market Researcher, Large Pharmaceutical Company

“I am very pleased with Bayser’s work. ” --Director, Large Diagnostics Company

“A real guru at Excel. Taught me everything I know about spreadsheets.” --Account Manager, Large Diagnostics Company

Reaction to a demo of Bayser’s Rx Tracker: “I am having an out-of-body experience right now.” --VP, Large Pharmaceutical Company