The classification of

doctors

Dr. Ammar Hasan Beck

PU : potential use by customer.

0 – 4 rating of both

PU classification

4 3 2 1 0

A+=>10

patients / dayOr

Key personOr

Leader doctors

A

(6 – 9 ) patients /

dayOr

B+companyfriend

B+(4 – 5)

patients / dayOr

Company friend

B

(2 – 3 ) patients /

day

C Or

Doctors have

dissolved problem

against company

i. This classification gives good information about doctor’s job volume .

ii. This classification is blind about doctors’ cooperation with company .

iii. This classification is useless in follow up .

iv. This classification gives no information about doctor style , needs , and attitudes

Double classification

• Cu : current use by product .

• Pu : potential use by customer .

0 – 4 rating of both

Doctor adoption process

awareness

interest

evaluation

trial

usage

Repeat usage

advocacy

CU

0

0

0

0

1

2

3

4

PU classification

4 3 2 1 0

A+=>10

patients / dayOr

Key personOr

Leader doctors

A

(6 – 9 ) patients /

dayOr

B+companyfriend

B+(4 – 5)

patients / dayOr

Company friend

B

(2 – 3 ) patients /

day

C Or

Doctors have

dissolved problem

against company

Double classification

4 – 4 4 – 3 4 – 2 4 – 1 4 – 0

3 – 4 3 – 3 3 – 2 3 – 1 3 – 0

2 – 4 2 – 3 2 – 2 2 – 1 2 – 0

1 – 4 1 – 3 1 – 2 1 – 1 1 – 0

0 – 4 0 – 3 0 – 2 0 – 1 0 – 0

Cu

0

1

2

3

4

Pu 0 1 2 3 4

Double classification

VIP VIP VIP HIGH MED

VIP VIP HIGH HIGH MED

VIP HIGH MED MED MED

VIP HIGH MED LOW LOW

VIP HIGH MED LOW NO

Cu

Pu

Double classification

4 – 4 4 – 3 4 – 2 4 – 1 4 – 0

3 – 4 3 – 3 3 – 2 3 – 1 3 – 0

2 – 4 2 – 3 2 – 2 2 – 1 2 – 0

1 – 4 1 – 3 1 – 2 1 – 1 1 – 0

0 – 4 0 – 3 0 – 2 0 – 1 0 – 0

VIP VIP VIP HIGH MED

VIP VIP HIGH HIGH MED

VIP HIGH MED MED MED

VIP HIGH MED LOW LOW

VIP HIGH MED LOW NO

Highest

priority

Maintain and recognize

Priority target

Service when

Able Stop

Double classification

4 – 4 4 – 3 4 – 2 4 – 1 4 – 0

3 – 4 3 – 3 3 – 2 3 – 1 3 – 0

2 – 4 2 – 3 2 – 2 2 – 1 2 – 0

1 – 4 1 – 3 1 – 2 1 – 1 1 – 0

0 – 4 0 – 3 0 – 2 0 – 1 0 – 0

4,4

4,3

4,2 1,4 2,3 2,4

4,1 0,3 0,4 1,3

4,03,23,13,0

0,2 1,2 2,0 2,2

0,0 0,1 1,0

2,1

1,1

3,43,3

Priority target

Maintain & Recognize

Service when able

Stop

Highestpriority

4,4

4,3

4,2 1,4 2,3 2,4

4,1 0,3 0,4 1,3

4,03,23,13,0

0,2 1,2 2,0 2,2

0,0 0,1 1,0

2,1

1,1

3,43,3

i. This classification gives good information about doctor’s job volume .

ii. This classification gives good information about doctors’ cooperation with company .

iii. This classification is useful in follow up .

iv. This classification gives no information about doctor style , needs , and attitudes

Triple classification

• CU : current use by product .

• PU : potential use by customer . 0 – 4 rating of both

• SU : style usage . Positive or Negative

According to doctor style & needs

Full details & perfect indicator Negative Positive

Style Needs Style Needs

Driver Salary Analytical Good products Expresser Samples Emotional New product

Economic support Driver Good MR

Scientific support

Psychiatric support

TRIPLE CLASSIFICATION

Triple classification

(4 – 4) (4 – 3) (4 – 2) (4 – 1) (4 – 0)

(3 – 4) (3 – 3) (3 – 2) (3 – 1) (3 – 0)

(2 – 4) (2 – 3) (2 – 2) (2 – 1) (2 – 0)

(1 – 4) (1 – 3) (1 – 2) (1 – 1) (1 – 0)

(0 – 4) (0 – 3) (0 – 2) (0 – 1) (0 – 0)

CU

0

1

2

3

4

PU 0 1 2 3 4

SU

(4 – 4)(4 – 3)(4 – 2)(4 – 1)(4 – 0)

(3 – 4)(3 – 3)(3 – 2)(3 – 1)(3 – 0)

(2 – 4)(2 – 2) (2 – 3)(2 – 0) (2 – 1)

(1 – 4)(1 – 1) (1 – 3)(1 – 2)(1 – 0)

(0 – 4)(0 – 3)(0 – 0) (0 – 1) (0 – 2)

+++++

+ + + + +

+ + ++

+

+

++

++++

+++

-

-----

- -

- -

--

- - -

- -- -

- - - -

-

-

4,4

4,3

4,2 1,4 2,3 2,4

4,1 0,3 0,4 1,3

4,03,23,13,0

0,2 1,2 2,0 2,2

0,0 0,1 1,0

2,1

1,1

3,43,3

(4,2+)

(3,3+) (3,4+) (4,3+)

(4,4+)

(4,0+)(3,2+)(3,1+)(3,0+)

(1,3+)(0,4+)(0,3+)(4,1+)

(2,4+)(2,3+)(1,4+)

(3,0- )

(0,2+) (0,0+)(0,1+)

(2,2+)(2,1+)(1,2+)(1,1+)(2,0+)(1,0+)

(4,2- )(4,1- )(4,0- )

(2,3- )(1,3- )(0,3- )(2,4- )(1,4- )(0,4- )

(3,3- )(3,4- )(4,3- )(4,4- )

(1,2- ) (1,0- )(2,0- )(1,1- ) (0,2- ) (0,0- )(0,1- )

(2,2- )

(3,2- )(3,1- )

(2,1- )

(4,2)+

(3,3)+(3,4)+ (4,3)+

(4,4)+

(4,0)+(3,2)+(3,1)+(3,0)+

(1,3)+(0,4)+(0,3)+(4,1)+

(2,4)+(2,3)+(1,4)+

(3,0) -

(0,2)+ (0,0)+(0,1)+

(2,2)+(2,1)+(1,2)+(1,1)+(2,0)+(1,0)+

(4,2) -(4,1) -(4,0) -

(2,3) -(1,3) -(0,3) -(2,4) -(1,4) -(0,4) -

(3,3) -(3,4) -(4,3) -(4,4) -

(1,2) - (1,0) -(2,0) -(1,1) - (0,2) - (0,0) -(0,1) -

(2,2) -

(3,2) -(3,1) -

(2,1) -

Highest priority1st class

Highest priority 2nd class

Priority target

Maintain & Recognize

Priority target for study

When we need

Service When able

Stop

i. This classification gives good information about doctor’s job volume .

ii. This classification gives good information about doctors’ cooperation with company .

iii. This classification is useful in follow up .

iv. This classification gives good information about doctor style , needs , and attitudes

Strategic planning

Analyzing data to be able to set sales

objectives .

Planning sales call strategies and tactics

(specific activities) to move the doctor from

a given position in the adoption process to

the next appropriate position .

THANK YOU