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Keeping up with NHS changes Pharmafocus July 2006

Target lists of healthcare professionals are required at many different levels within pharma companies and for numerous commercially motivated reasons. To build or augment an intelligent target list, a combination of ‘hard’ and ‘soft’ data can be used. 


For example, we had to build a target list for a client launching an existing product in Parkinson’s disease. They needed to establish its market potential (which trusts were treating proportionally more PD patients) and budget impact (which PCTs are funding those treatments). Critically they also need to know which neurology centers and departments are interested in the area and why, to inform the clients key message delivery.


The ‘hard data’ this required came from Hospital Episode Statistics (HES), to segment the trusts in terms of their volume of PD cases, to which would be added analysis to give context and suggestion to the pure ranking of trusts.


The ‘soft data’ gathered related to those neurologists who were interested, motivated or compelled to act on PD. Clinicians were approached via written requests, by ‘fax-shot’, or orally by tele-researchers, after which interviewers were then deployed to capture the data directly from the clinician’s secretaries.


Provided that the survey is kept short and easy to complete, response rates of 80% can be achieved for the ‘soft data’, and 100% for the ‘hard data’. The overall result is a comprehensive picture of PD-related interest and relative caseload.

Jason Bryant is Sales Director at Binley's, part of the Wilmington Group


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