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Physician Relationship Management (PRM)

Top physician marketers are moving beyond the product-centric sales approach driven by physician prescribing behavior and sales force allocation to a more sophisticated, effective and less costly customer-centric sales and marketing approach – Physician Relationship Management (PRM).

This new PRM approach enables pharma companies to design sales and marketing programs for physicians based on what’s important to the doctors – their time, the success of their practices, patient satisfaction, their influence in the medical industry, their professional interests and goals, their accomplishments, and of course product efficacy and safety.  While this sounds like a very ambitious goal, many of the components needed typically already exist within your organization — the trick is integrating what’s in place, inserting what is not, and demonstrating measurable value throughout. Click here to download our PRM paper.

Fully maximizing the value of a pharmaceutical company’s relationships with physicians is only possible with a robust PRM strategy that integrates all aspects of a physician’s direct and indirect relationships with the company.

Project Framework: PRM FastTrack™
DBMT maximizes the use of the company’s existing capabilities, data and resources to build a robust framework while minimizing cost and time.  The PRM initiative is made up of three phases:

Assessment and Planning
Execution of Pilot PRM Programs
Full Implementation

Phase 1: Assessment and Planning
The purpose of this phase is to assess the current state of PRM at the pharmaceutical company, identify the enhancements needed to fully prepare for PRM implementation, and to plan the PRM pilots that will be implemented in Phase 2.

Review and assessment, including review of documents and
    interviews with key stakeholders in market research and
    analytics groups, professional marketing and IT
Develop Gap Analysis and Phased Recommendations
Develop plan for pilot PRM programs and data integration
Present findings and plan for Phase 2

Phase 2: PRM Pilots and PRM Data Integration
Based on the findings from Phase 1, DBMT will design and manage PRM Pilots calculated to demonstrate the value of enterprise PRM activities and build consensus with a unified view of PRM within the company.  The purpose of these pilots is not only to determine the best approach to managing physicians, but also to determine the best approach to transition company resources from product-focus to an integrated customer-focus.

DBMT will develop predictive models that calculate optimal marketing and communications channel mix for each physician segment, enabling pharmaceuticals to optimize their spend and improve program effectiveness.


To support these pilots and models, DBMT will work with IT to improve physician information management and integration across each of the functional areas.


Finally, DBMT will assess the success of the pilots and develop a recommendation and plan for the full implementation.

Phase 3: Implementation
Based on the findings from Phase 2, DBMT will refine and execute its plan to build full-scale PRM across the enterprise.


In addition, our PRM analytics leverage DBMT's ground-breaking Rolling Multiple Cohort (RMC) Methodology™ to track behavior and aggregate multiple behavioral streams to deliver the most accurate  longitudinal customer behavioral insights that incorporate broad-scale analysis with trending over time.

For more information about PRM and to schedule a free consultation, please call 212 717 6000 x202.

Click here to download our PRM paper.
You may also be interested in our Key Opinion Leader services.

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"DB Marketing Technologies has enabled us to answer the important questions. The combination of the intelligence of their consultants, clear analytic approach, and ability to both document and execute on their findings has enabled us to make many important marketing decisions.

DBMT’s expertise in using data to both improve marketing performance and calculate dollar return for marketing spend has been invaluable to my team.

By working together with our ad agency and all vendor/partners involved in the promotional effort, DBMT is able to better align the total promotional effort, ensuring that there is no project overlap, serving to lower our overall spend and increase the return on investment."

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Roche Laboratories

 
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