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Case study: How we sought to understanding marketing to Millennial Physicians

The challenge
Our client required us to develop an actionable communication & engagement road map based on a robust understanding of “Millennial Physicians’, as the future workforce.

The solutionScreenshot (38)-2

An ethnographic approach of week-long mobile diaries followed
by in-depth interviews was conducted in 4 EU countries.

An innovative design focussed on a holistic understanding of the Millennial physicians by tapping into their motivations, early experiences, the highs and lows of daily lives, interactions with pharma companies, and personal & professional growth strategies.

The innovative design facilitated high engagement from doctors. From a sample of 12 doctors a vast scale of high-quality data was collected in the form of 300 pages of transcript, 280 images, and 293 videos of 12 hours footage.

The outcomes

  • Communication playbook capturing 8 engagement pathways
  • Immersive report that brings alive what millennial physicians want
  • Innovation prospects across product, packaging, marketing, brand purpose & communication
  • Thematic film that captures emerging Millennial insights

We developed Millennial technographic profile based on analysing digital and non-digital habits, social media behaviour, apps, webinars, podcasts, WhatsApp messages with sales rep, other doctors, personal digital inventory, emails, articles and journals.

A total of 8 insight themes became the springboard for 8 communication and engagement pathways. Each engagement pathway demonstrated what physicians consider effective vs ineffective via format, channel, content and aesthetics with a range of examples.

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