Looking to find HCPs that are reducing their scripts?
Understanding which HCPs have recently decreased their prescription of your product or begun to prescribe a competitor instead is crucial information when creating your monthly or weekly plans. Now, imagine if, in addition to recent information, you also had access to predictions of which HCPs are likely to reduce the size of their market or Switch Out of your product. Look for the Shrinker and Switch Out Segments to help you quickly and easily identify whose markets are at risk of shrinking and adjust your plans accordingly to ensure that you connect with these HCPs early on before their behaviors become a habit.
Let's look at some possible examples of HCPs below:
High PowerScore + High Switch Out
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.
High PowerScore + Mid Shrinker + Low Switch Out
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.