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The challenge
In preparation for the launch of a new oncology treatment in the EMEA region, our client wished to develop an attitudinal mindset-based customer segmentation. This would allow for clear identification of each segment in the field; effective deployment of the sales force at launch by prioritising segments that show the greatest opportunity; and segmented messages (and potentially sales aids) to directly address the needs of each group, and so encourage quick adoption.
The challenge
In preparation for the launch of a new oncology treatment in the EMEA region, our client wished to develop an attitudinal mindset-based customer segmentation. This would allow for clear identification of each segment in the field; effective deployment of the sales force at launch by prioritising segments that show the greatest opportunity; and segmented messages (and potentially sales aids) to directly address the needs of each group, and so encourage quick adoption.
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The solution
A three phase segmentation process was used to identify critical mindsets, develop and refine the segmentation solution, and roll out the segmentation across key launch markets:
Phase 1 – Qualitative understanding and exploration:
Phase 2 – Quantitative data collection and analysis:
Phase 3 – Implementation:
The outputs
The segmentation was used by our client to successfully drive engagement with each physician type and aided their sales teams by identifying the appropriate messages and communication channels that resonated with each physician group.
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