Optimal launch support with Early Adopter Identification and Advanced Analytics

Various types of adopters are known from adoption research. They differ according to the time of adoption of an innovation, e.g. early adopters, followers and change reductants (so-called attitudinal or behavioural segmentation).

 

The knowledge about the degree of willingness of doctors to adopt new therapies is of great importance, especially in the launch preparation. This can be used, e.g. to support round tables, regional advisory boards, symposia, direct marketing measures or visit planning.

In most cases, this type of typologization relies on the internal knowledge of the sales force. However, even for the most experienced employee, a classification of all physicians within the target group is very time-consuming and almost impossible to achieve, e.g. if:

  • individual territories are vacant,
  • the universe as a whole is very large (in our example all general practitioners in Switzerland),
  • the therapy is new and therefore little experience has been gained (in our example a launch preparation in the field of heart failure).

WITH ADVANCED ANALYTICS TO THE SOLUTION

For this reason, we recommend a combination of expert knowledge and advanced analytics to identify early adopters. As a first step a manageable sample of known early adopters and followers, e.g. a few people clearly identified by the employees, is necessary. Afterwards, the large number of unknown people can be assigned to one of these groups on the basis of characteristics. For this purpose, we rely on already available information from our customers as well as freely researchable sources.

As a result, we were able to identify about 20 significant adopter characteristics (including visit history, doctors’ web affinity, network affiliations, etc.). Based on this characteristics we were able to provide early adopter information for the entire target group.

You are welcome to find out more about Advanced Analytics or about our services in Switzerland from Dr. Heiko Xander personally on site: +41.(0)31.351-45 45

We are always interested in tailor-made approaches for sales and marketing. With SALETELLIGENCE we have an innovative partner here on site who supports us optimally. The Advanced Analytics approach for early adopter identification is practical and has saved us a lot of time and energy.

Commercial Effectiveness Team Lead, Switzerland