Case study: How we helped our client reverse it's fortunes with a colourful segmentation

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.

Reversing fortunes with a colourful segmentation- May 2018
Reversing fortunes with a colourful segmentation- May 2018

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 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.

  • Their sales team undertook a strategic review of all their key accounts and were able to categorise 100% of HCPs they met in the field as one of two segments – Dr Green and Dr Blue.
  • They were able to identify appropriate messages and communication channels that would resonate much more strongly with each physician group.
  • Their marketing team was able to design and produce segment specific marketing collateral which saw an increase in message recall, intention to prescribe and, aactual prescribing
  • They tracked the performance of their MM product and saw increased sales growth which was directly attributed to the adjustment of their strategy in the light of the segmentation.

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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