MRの観察により、定性的に顧客を認識し無意識のうちに顧客に合せてピボットを繰り返すためには起点となる仮説が必要です。
仮説を立てないまま、手探りを続けても迷宮に迷い込むか、たとえ上手く行ったとしても再現することは難しいでしょう。
では、答え合わせとなる仮説を立ててみましょう。
顧客AとBにおける自社の競争地位は、存在目標値「市場への影響力は無く撤退の基準」に位置し、ここからの巻き返しの可能性は限りなく低いと言えます。
そのため、リソース配分を優先すべきは顧客CとDです。
顧客Cでは分散型市場を形成しており、顧客である医師の薬剤選択の基準がまだ確立していないと予想されます。
圧倒的な強者が存在しないため、勝ち上がるチャンスですが、顧客は薬剤特性以外の要因によって薬剤選択を行っている可能性があるので担当MRの力量が問われるケースと言えるでしょう。
顧客Dでは、シェア1位の競合製品⑥のシェアが安定水準に到達しそうです。
薬剤選択の絞り込みが進んでいるので、４位以下の製品をいかにして自社製品に切り替えていくかが勝負のポイントになります。
こちらも競合他社よりも上回るリソースの集中投下が必要になるため、AとBからのリソース再配分を検討する必要があります。
データからは以上の仮説を立てることが出来ましたが、より精度を高めるためには、市場／製品ライフサイクルのフェーズや競合他社の戦力および優位性などを加味しなければなりません。
しかし、これらの状況は本社からは見ることが難しいため、やはり担当MRの存在が不可欠です。
MRの経験や感覚による定性的な取り組みを標準化することが出来れば、客観的で再現性の高い活動サイクルが実現出来るはずです。
Let’s check the answers to the question “Can you answer the capture difficulty, priority, and resource allocation of the four customers with different share values?”
Based on observations from MR, it is necessary to have a hypothesis as a starting point to qualitatively understand customers and pivot accordingly.
Without establishing a hypothesis, continuing to grope blindly would either lead to getting lost in a labyrinth or, even if things go well, it would be difficult to reproduce the success.
So let’s try to come up with a hypothesis for answer checking.
Our company’s competitive position with customers A and B is positioned at the target value of “having no influence on the market and being a withdrawal criterion,” and the possibility of a turnaround from here can be considered extremely low.
Therefore, the priority for resource allocation should be given to customers C and D.
Customer C forms a decentralized market, and it is anticipated that the criteria for drug selection by doctors, who are the customers, have not yet been established.
Since there is no overwhelmingly dominant player, there is a chance to rise to the top, but it can be said that the competency of the assigned MR will be tested because customers may be making drug selections based on factors other than drug characteristics.
Concentrating more resources than competing companies is necessary.
For customer D, the share of competitor product ⑥, which holds the top share, is likely to reach a stable level.
Since the narrowing down of drug selection is progressing, the key to success lies in how to switch customers from products ranked 4th or lower to your own product.
Here as well, it will be necessary to concentrate more resources than competing companies, so it is necessary to consider reallocating resources from A and B.
You were able to establish these hypotheses based on the data. However, in order to increase accuracy, you need to consider factors such as the market/product lifecycle phases and the strengths and advantages of competing companies.
However, these situations are difficult for the headquarters to see, so the presence of the assigned MR is indispensable.
If you can standardize qualitative approaches based on the experience and intuition of MR, you should be able to achieve an objective and reproducible activity cycle.