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Metric Consultancy (UK) Ltd

MOSTER® Rx
For Increasing Physician Access and Detailing Effectiveness

Pharmaceutical companies spend a significant amount of marketing dollars on sales force
effort. For example in the Anti‐Ulcer product category, these expenditures amount to about
80% of all promotional expenditure – equal to about 20% of sales

Known as detailing, the interaction between the salesperson and the physician has positive
impact on prescriptions written but at the same time there are diminishing returns to detailing
for most physicians. Ineffective or Over‐detailing are issues of concern to pharmaceutical
companies as they reflect “wasted” expenditure besides sustained pressure from consumer
advocacy groups who feel that pharmaceutical sales representatives may unduly influence
physicians’ prescriptions.

Of the two major concerns of managers with respect to detailing  ‐ effectiveness and optimality,
MOSTER Rx is a Decision Support tool aimed at evolving a continuous effectiveness
improvement plan with prescription behavior as the performance metric. Given the finite
nature of the physician population, such knowledge enables companies to maximize the return
on its investment in its sales force.

Highlights of MOSTER‐Rx

o Quality of Detailing (onwards called as Personal Promotion) is as judged on the basis of the

data collected of assessment carried out by the physicians.

o Quality of Personal promotion (Field Performance Index, FPI) consists of two components;

 Extent of Use

 Extent of Persuasiveness

o Noriaki Kano’s framework of Two Dimensional Quality is used to identify “extent of delight

generated”, in order to evolve additional qualitative targets besides the usual quantitative

ones.

This is a Key Differentiator as Detailing being a routine activity both for Sales person and

physicians, messages delivered as passive routine behavior is unlikely to stand out of the

crowded information clutter. As against this a creative detailing is likely to have potential

for surprise / exceeding expectations and hence generate delight and better prescription

results as a consequence.

Metric Consultancy (UK) Limited
o Predictive Modeling is done to understand

Fredericks, Fifth Floor, Newbury House, 890‐900 Eastern Avenue, Newbury Park Illford Essex,
 Key Drivers of Prescription Behavior
IG2 7HH, United Kingdom Prescription patterns in case of changes in components of
 Likely changes in
Promotional mix
Phone : (020) 8598 1072  Email : dharma@metricuk.com

Metric Consultancy (UK) Ltd

MOSTER® Rx

Metric Consultancy (UK) Limited
Fredericks, Fifth Floor, Newbury House, 890‐900 Eastern Avenue, Newbury Park Illford Essex,
IG2 7HH, United Kingdom

Phone : (020) 8598 1072 Email : dharma@metricuk.com

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Moster Rx

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