Case study: How market research data was used to create an actionable segmentation


Our client wanted to maximise brand uptake in the short term for a major pharmaceutical's brand. The challenge was translating market research data into an actionable sales tool.

The solution
We undertook a segmentation study to identify different physician profiles and isolate the factors that affected their propensity to prescribe the client's brand.

 

Creating an actionable segmentation- case study
Creating an actionable segmentation- case study


Our client wanted to maximise brand uptake in the short term for a major pharmaceutical's brand. The challenge was translating market research data into an actionable sales tool.

The solution
We undertook a segmentation study to identify different physician profiles and isolate the factors that affected their propensity to prescribe the client's brand.

 

The outputs
We produced a rep friendly profiling tool, consisting of 3-5 questions that reps could use to identify the segment the physician belonged to, understand when and who to target at each stage and establish more effective methods for communicating with them

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