MDConnect™

The breakthrough segmentation system that classifies top-prescribing primary care and specialty physicians by mindset and motivation to help pharma companies establish long-lasting relationships

Are you making every physician interaction count?

Pharma companies play a key role in keeping busy physicians up-to-date on the latest treatment options. But to make sure your communications connect with your physicians, you need to understand what will make them receptive to your message and what drives their prescription patterns.

MDConnect™ provides critical insights into individual physicians that deliver greater sales.

Physicians come from a variety of backgrounds, and each views the world through a unique lens. With MDConnectTM, you’ll learn the best way to reach each individual physician—determining the right context, content and tone that will resonate with key customers.

MDConnect™ classifies individual physicians according to four unique, social values-based segments that reflect how physicians tell us they view treatment practices and the health care industry. Using these segments, sales and marketing teams can communicate with physicians in a way physicians say they can readily relate to and prefer. The result: improved sales, reduced marketing costs and maximum profitability.

Put your customer and prospect databases to work

MDConnect™ extends the value of customer information you already have and adds a dimension that enhances all your customer interactions. We append unique segment codes to each physician in your database, as well as provide communication strategies for each segment. MDConnectTM also offers detailed profiles, executive briefings and staff training modules to increase your understanding of the distinct physician segments, as well as each physician in your sales areas. More importantly, we go beyond the data and provide instructions on how to communicate with each one of your key physicians to affect their decision-making.

MDConnect™ provides actionable intelligence for personalized communications that deliver results.

With MDConnect™, you get more than data. Pharma companies receive insightful analysis, regular updates and the support needed to increase sales team effectiveness, including:

• Written portraits, executive briefings and orientation modules, and access to optional sales and marketing training to help staff members maximize the segmentation analysis
• Recommended communications strategies for each segment, including what to say (crafting a meaningful message), how to frame the message (using the right style and tone) and how to reach the audience (choosing the right media mix)
• Insights into the physician segments at both the national and regional levels for a window on your customers in those provinces where privacy regulations have limited available information

Unique research and analysis make MDConnect™ the most powerful segmentation system for pharma.

MDConnect™ was created by two leading information analytics companies: IMS-Brogan, the innovative and nationally respected provider of health care data, software, research and consulting services for the pharmaceutical industry, and Environics Research Group, one of Canada’s leading marketing and social values research consultancies.

Together, we built MDConnect™ on two key streams of data: a nationwide survey of top-prescribing primary care and specialty physicians analyzed through Environics’ proprietary system for assessing social values, plus prescription behaviour and practice graphics of physicians from the IMS-Brogan database. By linking these two powerful data sets, MDConnect™ delivers in-depth portraits of the concerns and preferences of your key customers and prospects, and allows you to append a social values-based segment code to every physician in a database. It’s the breakthrough that pharma companies have long sought.

MDConnect™ can meet your specific marketing needs.

Our offering includes the Segmentation Report and the Pharma Primer Report, plus:

• Classification of all your key physicians—at both a national and regional level—by social values-based segments
• Both primary care and specialty physicians
• A customized report on the segment classifications of your key physician customers
• Executive briefings on the implications of the data for marketing and strategy
• One complimentary orientation session
• Availability of customized training for sales representatives and marketing managers

The Segmentation Report includes:

• An in-depth analysis of the Pharma Primer Report (see below) through the prism of our social values segments
• A full description of each of the four distinct segments
• A communications plan that will resonate with each segment

The Pharma Primer Report outlines the overall perceptions and attitudes of Canada’s most active physicians. The findings include:

• Approaches to treatment in relation to concerns about both costs and risks
• Influences on prescription-writing behaviours
• Physician-patient relationships
• Satisfaction with specific aspects of their practices
• Compliance and persistence

Download a PDF of this information on MDConnect™

Read a detailed case study of an Environics Health and Pharma project

Email Rod McIsaac, VP Business Development, Health and Pharma, or reach him at 416-969-2849

Download an Environics Health and Pharma brochure (PDF).