why asking why in pharma

Why asking why?

Updated: Sep 11, 2019


In Pharma, unlike selling in other industries, the sale is indirect - by changing registry habits. In Israel, there are no reports that can be purchased or IMS that can give a snapshot of market competitors and trends.

Data is collected in different ways and processed into sales data mainly by market research, thus data gives the results of the investment but it doesn’t show the- “Why” we get that results.


The question that we have to ask is: What are the tools we need to get in order to measure and what are the questions we need to ask that will answer the “Why”.


Survey is a good tool to ask questions, what remains is deciding what to ask.

Information collected from the field should be focused on the question that we wish to examine Why does the existing picture is like that ? What motives led to the this results? Why are the forces acting in the market behaving like they do? If we know the "why" we will know the "root" of reality or in other words "why has this reality happened." In order to make a change,. We need to know a lot about "why."


The why have a number of layers in the dialogue with the professional target audiences. One of the levels is defined as the "resistance" of the doctor, since no one gets up in the morning and puts the "resistance hat" on their heads .This “resistance” is a personal interpretation by a doctor of the gap between what we deliver and his behavior that is expressed in his prescribing habits.

Understanding the physician believes will answer the “way” and only then we will be able to make change in his prescribing habits.


Example

Hospitalization period in internal wards is 4-6 days long and it is not enough time to balance diabetes.

Yet basal insulin was “adopted “very quickly in this departments-WHY?

Because Basal Insulin "released" the nurses and doctors from “chasing” the glucose level regardless of the opportunity in the hospitalization period to start making make a change in the treatment.



In conclusion Albert Einstein said: "What is important is not to stop asking" But we should plan for is- what and when to ask and where to stop asking.

This post has been translated from Hebrew

Consulting and project management for the healthcare sector.

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