【正文】 ionability ? How well multiple segments differentiated against the following ., – Product Adoption Patterns early vs.. late – Testing preferences in diagnosing – Importance attributes ? Are the segments: “Messageable”: Message resonance and hot buttons – Reachable: Learning Preferences and Patterns Segment Size ? A solution focusing on likelihood to prescribe the new drug rose to the top of the data set to provide a tangible segmentation scheme 55%45%Sophisticated Treater Traditional Treater Segment Profile Traditional treaters (45%) Sophisticated treaters (55%) Demographics Who work primarily in a GOVERNMENT HOSPITAL, and have LESS experience Who work primarily in a HOSPITAL ATTACHED TO A UNIVERSITY, and have MORE experience Perception towards Brand X LESS LIKELY to prescribe the new drug to their patients MORE LIKELY to prescribe the new drug to their patients Patient load Treat similar number of patients Treat similar number of patients Attributes importance Give LESS importance to ADVANCED EFFICACY BENEFITS Give MORE importance to ADVANCED EFFICACY BENEFITS Diagnosis Use STANDARD / TRADITIONALdiagnostic tools to determine treatment change Use ADVANCED diagnostic tools to determine treatment change Traditional treaters (45%) Sophisticated treaters (55%) Treatment A SMALL PROPORTION would use either “dose holiday” or “reduce dosage” or “binations of dose holiday amp。 reduced dosage” LESS LIKELY to Rx/use CLINICAL TRIAL COMPOUNDS over next 12 months When a patient is resistant to specific drug, This group TEND TO BE LESS AGGRESSIVE THAN THE SOPHISTICATED TREATERS GROUP When a patient is intolerant / failure to specific drug, This group LESS LIKELY TO “SWITCH TO ANOTHER DRUG THERAPY” A LARGE PROPORTION would use either “dose holiday” or “reduce dosage” or “binations of dose holiday amp。 reduced dosage” MORE LIKELY to Rx/use CLINICAL TRIAL COMPOUNDS over next 12 months When a patient is resistant to specific drug, This group TEND TO BE MORE AGGRESSIVE AND INCREASE DOSAGE UP TO GREATER THAN 800 MG MORE THAN THE TRADITIONAL TREATERS GROUP When a patient is intolerant / failure to specific drug, This group MORE LIKELY TO “SWITCH TO ANOTHER DRUG THERAPY” Segment Profile Segment Identification ? The first step of implementation requires us to develop a typing tool to categorise physicians into our segments. We are primarily concerned with how accurately we can categorize these segments. Development Adoption How accurately can we determine a physician segment? of questions in typing tool What is the best way to incorporate this segmentation into all of our activities? Sales Force Quant. Messaging Research Marketing Levers Typing Tool (used by Sales reps to identify segments) A fourquestion typing tool to identify potential target: ? Q1. Please RANK the following parameters in terms of their importance in determining treatment change? Give each parameter a rank of 1 to 3, where 1 is the most important parameter and 3 is the least important parameter (Please use each rank number once only) XXXXX response XXXXX response XXXXX response ? Q2. Please RANK the following attributes according to their importance. Give each attribute a rank of 1 to 5, where 1 is the most important attribute and 5 is the least important attribute. (Please use each rank number once only) Widely reimbursed/covered by insurance Achieving XXXXXXX response Reduce/eliminates XXXXXXXXX Safety for long term therapy Convenient administration ? Q3. In the past year have you been involved in any International clinical trials in which developmental drugs were prescribed? ? Yes ? No ? percentage of your current patients have you ever prescribed a “l(fā)eading drug” at 600 or 800mg ? % to determine Treatment change If XXXX response ranked 1 YES importance importance If Achieving XXXXX response/ ReducesXXXXX XXXXXXX ranked 1 or 2 NO If Achieving XXXXXX response/ Reduces XXXXX XXXXX ranked 1 or 2 YES NO YES NO in clinical trials YES YES or NO NO Sophisticated in clinical trials YES YES or NO NO in clinical trials YES YES or NO NO in clinical trials YES YES or NO NO Sophisticated Sophisticated Traditional Traditional Traditional Traditional Sophisticated Typing Tool Adoption Classification Tree Note – For classification purposes, the responses from only three questions . Q1, Q2 and Q3 are used Thank You