Reach and frequency

How they are computed

Reach = targets called at least once ÷ targets on the plan Frequency = calls on a target ÷ planned calls on the target

Both per representative and per territory, by target tier. A tier-one prescriber called once against a plan of six is reached and under-frequency.

Rolled up

By summing targets and calls, not averaging percentages. The call plan is the denominator and is asserted against the target list on every refresh.

Where it goes wrong

Targets that left the territory but stay on the plan. Calls logged against the wrong identifier. A plan changed mid-cycle without the history kept.

How it is computed

Reach is target accounts called at least once divided by targets. Frequency is calls divided by accounts called. Both are computed over all targets and over those where the product can be prescribed.

Example

Ten targets, eight called, 28 calls: reach 80 percent, frequency 3.5. Among the seven with access, five were called 13 times: reach 71 percent, frequency 2.6.

Where it goes wrong

Access ignored. Half the calls go to accounts that cannot write a prescription and the report looks excellent.