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The challenge
Our client wanted to develop a mindset-centered customer segmentation to support the launch of a product in the treatment of CLL and MCL within their haematology franchise. The segmentation solution provided by Research Partnership was successful, and so, at a later stage, they wanted to test if it could be applied more broadly across their haematology franchise. One product in particular, used in the treatment of multiple myeloma, was suffering from declining market growth. They wanted a segmentation that could help reverse it’s fortunes by allowing them to develop a more effective marketing strategy.
The challenge
Our client wanted to develop a mindset-centered customer segmentation to support the launch of a product in the treatment of CLL and MCL within their haematology franchise. The segmentation solution provided by Research Partnership was successful, and so, at a later stage, they wanted to test if it could be applied more broadly across their haematology franchise. One product in particular, used in the treatment of multiple myeloma, was suffering from declining market growth. They wanted a segmentation that could help reverse it’s fortunes by allowing them to develop a more effective marketing strategy.
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The solution
We implemented a 3-phase programme of qualitative and quantitative research and an implementation of a workshop. Following a successful implementation, we conducted further qualitative research using the newly developed typing tool to validate the segmentation for use in the treatment of MM. We convened further workshops to present the results to key stakeholders. The initial global workshop became the template for a series of local implementation workshops in each market, conducted during a month long roadshow.
The outputs
The findings from the segmentation research and subsequent implementation work completely reshaped our client’s strategy.
In addition, the project won the BOBI (Best of Business Intelligence) Award in the Best Business Impact category at the 2018 BHBIA annual conference.
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