Leveraging MAPTUAL to Defend and Grow your Business

Now that you understand the PowerScore and Segments, let’s talk about how to put their value into action. We suggest this three-step approach:

This is the best and simplest way to get started. Our PowerScores are designed to show you which HCPs will have the biggest impact on your objectives. If you target these HCPs on a regular basis using their preferred channels, you should see a positive impact on your territory.

Once you’re comfortable with PowerScores alone, we suggest that you use the PowerScore in combination with the highest-rated segment to dig into your HCP’s behavior. What does it look like in action? Let’s run through a few examples:

High PowerScore + High Grower

Let’s say that you have an HCP that you’ve recognized as a top prescriber. MAPTUAL’s PowerScore reflects this knowledge by giving this HCP a PowerScore of 9 or 10. You then notice that this HCP has a segment membership to Growers (score: 9-10) as both a Recent Grower and a Predicted Grower.

Action: You want to keep this HCP happy and feeling well supported. Check out your recent interactions with them using the Activity Timeline in their HCP Profile to ensure that your conversations build on previous topics.

Now, what happens if you have an HCP with a high PowerScore (8-10) who you think will continue to support your brand, but MAPTUAL has identified them as a highly scored Predicted Switch Out (8-10). What does that mean?

Switching Out uses market share data, and can be thought of as an HCP’s brand loyalty.

Action: This HCP represents a very important target for you, as you want to address why they may be switching out before the behavioral change becomes a habit. Review your past interactions with them in the Activity Timeline, are there certain topics that you covered (or failed to cover) prior to them becoming a predicted Switch Out? The next time you meet with this HCP, think about how you can steer the conversation to address why they are taking patients off of your drug and switching them onto another.

Pro-tip: Look at the “Top Increasing Products” graph on the HCP Page to find which competitor this HCP is switching into to better prepare to defend your product.

Mid-tier PowerScore + High Starter

Assume you find an HCP with a PowerScore of 5 or 6 with a Starter segment score of 9 or 10. This means that although this HCP is not a high prescriber of your product yet, the Machine Learning model (AI) has detected that their characteristics are extremely similar to those who are high prescribers of your product. So what does that mean for you?

Action: An extra call on this HCP could go a long way. Think about discussing the top 3 things you would want an HCP to know before starting patients on your product and try to engage them in this way. Maybe invite them to your next CME or AdBoard so they can be surrounded by others who support your product. These HCPs represent a great opportunity for the growth of your business.

An HCP with a low PowerScore is likely a low writer in general. Maybe they are new to the area or have recently begun writing under their own license. So what is the action for someone like this? And why does it matter? Rising Stars represent HCPs who are anticipated to grow their total market (all scripts into your market) over the next 1.5-2 years.

Action: Forming relationships with these HCPs early on can give you and your product a competitive advantage over your competitors who don’t yet understand their potential, and maybe don’t even have them on their target lists. Dropping by to visit these HCPs when you’re in the area, or extending an invitation to an event can go a long way in ensuring that they grow into your brand as their patient population expands.

So now that we understand how to use the PowerScore, and how to engage HCPs in meaningful and actionable ways using information from their highest segment score, what information can additional segments give us? And why is this important to know?

You can think about additional segments as filling in the background of the picture you’ve started to visualize through the above insights. The ability to layer multiple segments as well as separate behavioral trends into recent and predicted ones is the last step in truly understanding your HCPs. So what can this look like? Let’s run through a few more examples from real physicians to ground you on the importance of seeing the whole picture.

PowerScore: 10 Switch In: 10 Shrinker: 5

This HCP is likely a well-known target in your region. With a PowerScore of 10 and Switch in of 10, they are an impactful supporter of your business objectives and loyal prescriber. The Shrinker score of 5 provides information about this HCP that a quarterly target list may not identify on time; that their NBRx is shrinking.

Action: This HCP is clearly supportive of your brand, and chooses to keep existing patients on your drug. Your next call with them presents an opportunity for you to dig more into why they are not starting as many new patients. Is it an external factor like reducing their hours or slowing their practice? Is it something you can influence, such as a competitor discussing new efficacy curves or safety? Or is it simply that new patients are asking to be put on specific medication they have already researched? No matter the case, this information is crucial to know as it directly affects your business.

PowerScore: 9 Shrinker: 6 Switch Out: 3

A high PowerScore with associated Shrinker & Switch Out labels should raise an immediate flag for you. This is an HCP who has historically been quite impactful in driving your business forward but has begun losing brand loyalty and even reducing the number of new patients they place on your drug.

Action: This HCP should be of very high priority on your call plan if you wish to defend your drug. Leveraging your relationship, you may be able to dig into specific patients/incidents that have driven this HCP to start and continue fewer patients on your drug. Alternatively, you may find that a competitor has begun to encroach on your market share (which can be visualized in the Top Increasing Products relative market share graph). By identifying this information early, you are given the opportunity to educate an HCP back toward your drug.

PowerScore: 3 Rising Star: 6 Starter: 5

An HCP with a low PowerScore is not an actively large contributor to your business objective, but it doesn’t mean they can’t be in the future. The Rising Star and Starter labels indicate the potential that this HCP has to grow and you will want to get in front of this in order to ensure that they grow into your product.

Action: This is an HCP who would be great to stop in and see if you’re in the area or find yourself with extra time while planning your week. They have either recently started prescribing your drug or represent the ideal candidate to start in the future. This, paired with the anticipated growth of their overall market size makes them an important HCP to enact your Plan of Action on. Educate them on your product and discuss any aspects that may be holding them back. By forming this relationship early on in their product journey, your influence will be much stronger.

PowerScore: 2 Rising Star: 10 Grower: 3

Here, the low PowerScore indicates a relatively small impact on your business. The lack of a Starter label and the presence of a Grower label tells you that this HCP has been prescribing your product for more than just the last quarter, although their volume is likely very small and their prescribing trends may be volatile. Knowing that they have prescribed your product before, you next want to look at the Rising Star label. This HCP is a high Rising Star in your region which means that their overall script volume will grow to be greater than the median volume in 18-24 months.

Action: This HCP represents someone whose relationship should be nurtured for the future prosperity of your business. The Grower label indicates that they are increasing their NBRx, so evaluating past (if any) CRM activities with this HCP and building on those conversations is a great start. Although 18-24 months can seem very far out, identifying and acting on this growing HCP can help you establish brand loyalty before their market grows to a level that the competition is likely to target.