System and method for outcome-based management of medical science liaisons

• US 20040177071A1
• Filed: 03/04/2003
• Published: 09/09/2004
• Est. Priority Date: 03/04/2003
• Status: Abandoned Application

• Current Assignee: Scientific Commercialization LLC
• Original Assignee: Scientific Commercialization LLC
• Inventors: Cushing, Daniel Joseph, Leonard, Daniel John, Massey, Bill Wayne
• Application Number:
  US10/379,227
• Publication Number:
  US 20040177071A1
• Time in Patent Office: Days
• US Class Current: 707/7
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system and method for managing customer interaction activities of medical liaison personnel of a sponsor organization with health professional customers to achieve one or more desired business outcomes is disclosed. The system uses a customer relation database to record data regarding customer interaction activity of the medical liaison personnel and data regarding the business outcomes achieved or not achieved during the predetermined time period. The system correlates the customer interaction activity data and the business outcome data so that it can be used to conduct capacity and tactical assessments for future medical liaison activities. A method for targeting medical thought leaders or other health professionals who are most likely to achieve the business outcomes is also disclosed. In one embodiment, the system also provides a method for surveying the health professional customers to determine their level of satisfaction with medical liaison personnel and sponsor organization.

Claims

1. A method of ranking a plurality of health professionals in a preferred order, comprising:

determining a first attribute value for each of the plurality of health professionals;

determining a second attribute value for each of the plurality of health professionals;

calculating a weighted score for each of the plurality of professionals at least based in part on the first attribute value, a first attribute weight, the second attribute value, and a second attribute weight;

ordering the health professionals in accordance with the weighted score of each of the plurality of health professionals.

2. The method of claim 1, wherein determining the first attribute value comprises determining a first normalized value associated with each of the plurality of health professionals and corresponding to one of a magnitude of clinical investigations, a magnitude of commercial potential, a frequency of publications, or a frequency of presentations and a value of another attribute.

3. The method of claim 2, wherein determining the second attribute value comprises determining a second normalized value associated with each of the plurality of health professionals and corresponding to another one of the magnitude of clinical investigations, the magnitude of commercial potential, the frequency of publications, a frequency of presentations and the value of another attribute.

4. The method of claim 1, wherein determining the first attribute value comprises at least one of retrieving the first attribute value and normalizing a first raw-data value.

5. The method of claim 4, wherein determining the second attribute value comprises at least one of retrieving the second attribute value and normalizing a second raw-data value.

6. The method of claim 5, comprising:

multiplying the first attribute value by the first attribute weight to determine a first weighted component;

multiplying the second attribute value by the second attribute weight to determine a second weighted component; and

adding the first weighted component to the second weighted component to determine at least part of the weighted score.

7. The method of claim 6, comprising:

determining at least one additional weighted component; and

adding the at least one additional weighted component to the at least part of the weighted score to determine the weighted score.

8. The method of claim 1, wherein ordering the health professionals comprises ordering the health professionals in the preferred order.

9. The method of claim 8, comprising ordering the health professionals in a pre-defined order.

10. The method of claim 8, comprising dynamically altering at least one of the first attribute weight and the second attribute weight in accordance with the preferred order.

11. A method of ranking a plurality of health professionals in a preferred order, comprising:

determining a first normalized value associated with each of the plurality of health professionals and corresponding to one of a magnitude of clinical investigations, a magnitude of commercial potential, a frequency of publications, frequency of presentations and a value of another attribute.

determining a second normalized value associated with each of the plurality of health professionals and corresponding to another one of the magnitude of clinical investigations, the magnitude of commercial potential, the frequency of publications, frequency of presentations and the value of another attribute.

multiplying each of the first normalized values by a first weight to determine a first weighted component for each of the plurality of health professionals;

multiplying each of the second normalized values by a second weight to determine a second weighted component for each of the plurality of health professionals;

adding the first weighted component to the second weighted component to determine at least part of a weighted score for each of the plurality of health professionals; and

ordering the health professionals in accordance with the weighted score of each of the plurality of health professionals.

12. The method of claim 11, comprising:

determining at least one additional weighted component; and

adding the at least one additional weighted component to the at least part of the weighted score to determine the weighted score.

13. The method of claim 11, wherein determining the first normalized value comprises at least one of retrieving the first normalized value and normalizing a first raw-data value.

14. The method of claim 13, wherein determining the second normalized value comprises at least one of retrieving the second normalized value and normalizing a second raw-data value.

15. The method of claim 11, wherein ordering the health professionals comprises ordering the health professionals in the preferred order.

16. The method of claim 15, comprising ordering the health professionals in a pre-defined order.

17. The method of claim 15, comprising dynamically altering at least one of the first weight and the second weight in accordance with the preferred order.

18. A method for prioritizing and selecting health professional customers to be targeted for interaction with medical liaison personnel to achieve desired business outcomes, the method comprising:

defining a plurality of business outcome attributes corresponding to the desired business outcomes;

determining an attribute value for each identified business outcome attribute for each of a plurality of individual health professional customers;

assigning a relative weight to each of the business outcome attributes; and

ordering the individual health professional customers based upon the attribute values of the customers and the relative weight of the business outcome attributes.

19. The method of claim 18, wherein at least one of the business outcome attributes is selected from the group consisting of a magnitude of clinical investigations, a magnitude of commercial potential, a frequency of publications, and a frequency of presentations.

20. A method for managing customer interaction activities of medical liaison personnel of a sponsor organization with health professional customers, the method comprising:

identifying one or more desired business outcomes;

identifying one or more activity attributes of customer interaction activity to be performed by the medical liaison personnel;

recording data regarding customer interaction activity of the medical liaison personnel for a predetermined time period;

recording data regarding the business outcomes achieved or not achieved during the predetermined time period; and

correlating the customer interaction activity data and the business outcome data.

21. The method of claim 20, wherein at least one of the desired business outcomes is an activity by the customer selected from the group consisting of publishing of a medical article, conducting a clinical investigation, attending a formulary meeting, speaking on a medical topic, and prescribing a pharmaceutical product to a predetermined level.

22. The method of claim 20, wherein at least one of the activity attributes is selected from the group consisting of facilitating the ability of a customer to utilize a sponsor product, improving a customer'"'"'s disease management practice, exchanging scientific information with a customer, coaching a customer for a presentation, interacting with a customer on a social basis, facilitating interactions between customers, and investigating potential clinical investigation sites.

23. The method of claim 20, wherein the recorded customer interaction data corresponds to time, frequency, duration or sequence data for customer interaction activities.

24. The method of claim 20, wherein the method comprises:

assessing the capacity of the medical liaison personnel of the sponsor organization to perform the desired business objectives within the predetermined time period

25. The method of claim 20, wherein the method comprises:

evaluating the business outcomes achieved or not achieved relative to the customer interaction activities performed within the predetermined time period to determine improved customer interaction activity allocation for achieving future desired business outcomes.

26. The method of claim 20, wherein the method further comprises:

conducting a survey of the health professional customers to determine customer satisfaction with the customer interaction activities performed by the medical liaison personnel.

27. A system for managing customer interaction activities of medical liaison personnel of a sponsor organization with health professional customers to achieve one or more desired business outcomes, the system comprising:

a customer relation database;

means for defining one or more activity attributes of customer interaction activity to be performed by the medical liaison personnel associated with the customer relation database;

means for recording data regarding customer interaction activity of the medical liaison personnel for a predetermined time period into the customer relation database;

means for recording data regarding the business outcomes achieved or not achieved during the predetermined time period into the customer relation database; and

means for correlating the customer interaction activity data and the business outcome data.

28. The system of claim 27, wherein at least one of the desired business outcomes is an activity by the customer selected from the group consisting of publishing of a medical article, conducting a clinical investigation, attending a formulary meeting, speaking on a medical topic, and prescribing a pharmaceutical product to a predetermined level.

29. The system of claim 27, wherein at least one of the activity attributes is selected from the group consisting of facilitating the ability of a customer to utilize a sponsor product, improving a customer'"'"'s disease management practice, exchanging scientific information with a customer, coaching a customer for a presentation, interacting with a customer on a social basis, facilitating interactions between customers, and investigating potential clinical investigation sites.

30. The system of claim 27, wherein the recorded customer interaction data corresponds to time, frequency, duration or sequence data for customer interaction activities.

31. A method of facilitating a desired business outcome of a sponsor organization, comprising:

identifying a past business interaction having a past business outcome at least similar to the desired business outcome; and

identifying a plurality of customer-relations values each corresponding to one of a plurality of customer-relations attributes associated with the past business interaction.

32. The method of claim 31, comprising defining each of the customer-relations attributes as one of interaction date, name, activity type, duration of interaction, and business outcome type.

33. The method of claim 31, wherein identifying the past business interaction comprises querying a database with at least one of MSL, MTL, business outcome type, and activity type.

34. The method of claim 31, wherein identifying the past business interaction comprises identifying a past interaction having an outcome value representative of at least one of a favorable past business outcome and an unfavorable past business outcome, the past business interaction having a past business outcome equal to the desired business outcome.

35. The method of claim 31, wherein identifying the past business interaction comprises identifying an interaction having an outcome value representative of a level of favorability within a range.

36. The method of claim 31, comprising communicating the plurality of customer-relations values to at least one of a user and a computer program.

37. The method of claim 31, comprising documenting the past business outcome and at least one of the plurality of customer-relations values and the information represented by the plurality of customer-relations values.

38. The method of claim 31, comprising communicating information represented by the plurality of customer-relations values to at least one of a user and a computer program.

39. The method of claim 38, comprising defining each of the customer-relations attributes as one of interaction date, name, activity type, duration of interaction, and business outcome type.

40. The method of claim 38, wherein identifying the past business interaction comprises querying a database with at least one of MSL, MTL, business outcome type, and activity type.

41. The method of claim 38, wherein identifying the past business interaction comprises identifying a past interaction having an outcome value representative of at least one of a favorable past business outcome and an unfavorable past business outcome, the past business interaction having a past business outcome equal to the desired business outcome.

42. The method of claim 38, wherein identifying the past business interaction comprises identifying an interaction having an outcome value representative of a level of favorability within a range.

43. The method of claim 38, comprising communicating the plurality of customer-relations values to at least one of a user and a computer program.

44. The method of claim 38, comprising communicating information represented by the plurality of customer-relations values to at least one of a user and a computer program.

45. The method of claim 38, comprising documenting the past business outcome and at least one of the plurality of customer-relations values and the information represented by the plurality of customer-relations values.

46. A method for assessing health professional satisfaction with medical liaison and sponsor organization performance, the method comprising:

defining one or more medical liaison attributes;

defining one or more health professional perception attributes;

presenting a survey to a plurality of health professional having one or more survey questions associated with the defined medical liaison attributes and the defined perception attributes; and

recording the survey responses of responding health professionals.

47. The method of claim 46, comprising assigning a relative satisfaction value to the survey responses

48. The method of claim 46, comprising evaluating the survey responses relative to the medical liaison attributes, health professional perception attributes, or a combination thereof.

49. The method of claim 48, comprising adjusting plans for future medical liaison activity based on the evaluated survey responses.

50. The method of claim 46, wherein at least one of the medical liaison performance attributes is selected from the group consisting of medical liaison-health professional interaction, educational funding and knowledge exchange, and product satisfaction.

51. The method of claim 46, wherein at least one of the health professional perception attributes is selected from the group consisting of customer satisfaction, product value, medical liaison value and customer service.