Getting Started?
Set yourself up for success by understanding the foundational pieces of MAPTUAL. Learn the meaning of Dynamic Business Objectives, the value of PowerScores, the competitive intel provided through Market Share Graphs and how to leverage MAPTUAL Behavioural Segments to make the most of your interactions!
Dynamic Business Objectives: “What is my primary goal?”
Your Dynamic Business Objective can be thought of as your primary goal. Depending on your organization and the lifecycle stage of your product(s), you may have access to multiple objectives, or you may only have one. HCP’s PowerScores are based on the selected Dynamic Business Objective, so it is important to note which objective you are looking at.
Examples of Common Objectives:
Obtain market share from a competitor in a certain indication or whole market
Direct one-to-one competition: Pulling from a specific competitor to your target product
PowerScore: “How likely is an HCP to support my business objective?”
PowerScore is a number from 0 - 10 that signifies an HCP’s potential to help you achieve your selected business objective. The PowerScore takes into account information like historical Rx (TRx + NBRx) as well as many data points specific to MAPTUAL’s algorithms like Segment Memberships, predicted behaviors and trends, and behavioral responses to outreach recorded in your CRM.
PowerScores are a great first step to learning the platform as they can anchor you in understanding your territory and the HCPs with the greatest potential to influence your business.
For reps who are well established in their territory, HCP PowerScore will likely reflect what is already known. If that’s the case, layering in Segment Membership information will give you the competitive advantage of understanding your HCP’s recent behaviors and anticipating where they are likely heading.
What is a Product PowerScore?
A Product PowerScore encompasses the entire value of a PowerScore while refining it to reflect an HCP’s propensity to support a brand’s objective for one specific product or indication.
On the HCP Page, you can toggle between Product PowerScores to see the relevant insights, volume, and share information for that unique product or indication selection.
What is an Overall PowerScore?
The Overall PowerScore is calculated by aggregating each Product PowerScore for a given HCP and indicates the HCP’s propensity to support a specific basket of products or a brand that spans multiple indications. The Overall PowerScore will always be displayed at the top of the HCP Page to the left of the HCP’s name and does not consider brand weighting of product importance/plan of action.
Market Share Graphs & Tables
MAPTUAL’s Market Share graphs and tables are objective-based and can represent two different types of information. The first is true Market Share. This graph directly represents your brand’s market share and will be titled Target Product vs Total “Market”, with Market listing your therapeutic area. The second type of Market Share shown can be thought of as Competitive Market Share. Here, we calculate your Target Product’s share relative to either specified competitor products or the top increasing/decreasing products in your disease area. These graphs and tables are titled Target Product vs Top 3 Increasing/Decreasing or Target Product vs. Competitive Product.
MAPTUAL Behavioural Segments: “What are my HCP’s segments telling me?”
This table highlights some of the key concepts needed to understand each segments. Click on a specific Segment to be directed to an in-depth explanation.
Segment Membership: Much like how we join a new gym in the new year or jump on the latest trend, HCP behavior is influenceable and may change with new information or the seasonality of their patient populations. In order to reflect the dynamic and multidimensional behavior of HCPs, we refer to HCPs as having a membership to one or multiple segments.
Segment | Metric | Description | Possible Action | Action Class |
Grower | Script Volume (NBRx/NRx)* | Many new patients are being placed on your brand. | Maintain a good relationship. Keep them happy with your product. | Grow |
Shrinker | Script Volume (NBRx/NRx)* | Fewer new patients are being placed on your brand compared to historically. | Dig into why your product may no longer be the go-to for new patients. What aspects do they prefer about your competitors? Can you defend that? |
Defend |
Switch In | Market Share (TRx) | Increasing brand loyalty; measured by rising market share for your product. | Maintain a good relationship. Patients are staying on your drug, find out why and use this to inform further conversations. | Grow |
Switch Out | Market Share (TRx) | Decreasing brand loyalty; measured by declining market share for your product. | Have a discussion about why existing patients are leaving your brand for another. | Defend |
Starter | TRx | HCP shows a high degree of similarity to existing prescribers of your product (look-alike modeling) or has recently begun prescribing your product. | Reference the talking points provided in your plan of action to support HCP adoption to your brand. Communicate these items to support their recent starters or prepare/encourage them to start future patients. | Nurture |
Rising Star
| Total Market = target product + competitors | Currently has a small overall market, but is anticipated to have above-average total market growth. | These HCPs have a low market share but are expected to grow prescribing volume over the next 18-24 months. These HCPs have high potential so establishing a relationship early on can help ensure growth into your product. |
Nurture |
* = the metric used in this segment will vary depending on your specific target products