Creativity and Innovation: Week 60

GENERATE OPTIONS: SCAMMPERR

Learn
SCAMMPERR stands for
Substitute, Combine, Adapt, Magnify, Modify, Put, Eliminate, Rearrange and Reverse
It is another technique that could be used to generate options.

Unlearn
SCAMMPERR provide a systematic approach in generating options. By using SCAMMPERR it helps us to view options from different angle.

Relearn
Below an example of how SCAMMPERR is being applied.

Substitute
Send marketing team to detail instead of sales reps.
Use information technology instead of sales reps face to face detailing.

Combine
Combine use of technology i.e. e-detailing and sales rep in physician detailing.
Sales reps handle all Pfizer drugs compare to handling a few products.
Combine all sales, marketing and medical team members to detail to physician.

Adapt
“Speed-detailing”: Train sales reps to present 1 minute precise and concise drug information rather than conventional slow thorough detailing.

Magnify
Pay physician to listen to sales reps detailing.
Work with government to impose rules or law to ensure physician spend time with sales reps for physician detailing to improve knowledge.

Modify
Increase sales force size by 100% to have a higher hit rate on physician detailing.
Reduce sales force size to reduce cost.

Put
Position sales reps as a reliable source for drug information.

Eliminate
Give CD or DVD containing drug information to physician and eliminate the use of sales reps
“Newspaper Concept”: Send drug information daily every morning to physician house and eliminate sales reps.

Rearrange
Send drug information to physician first. If interested, physician will request for sales reps visit.
Visit physician after office hours instead or normal working hours where they were busy attending to patients.

Reverse
Set up Pfizer “mini-station” and get physician to come for drug information rather than sales reps visit physician.
Collaborate with other pharmaceutical companies and reduce the size of sales force so small that physician will be the one fighting to gain access to sales reps.