As the time HCPs spend with patients is short, much of their prescribing is habitual. A lot of brands are fighting for their attention, and changing habits is hard. If you want to drive a change to prescribing, your brand’s communications must be ‘spot on’ in terms of delivering the right message to the right doctor at the right time, to nudge them along the adoption ladder.
An impactful segmentation approach that leads to tailored brand communication has been shown to accelerate adoption, increase utilisation, and increase customer satisfaction.
Yet, of the 50-plus brand plans that we at Branding Science have benchmarked, segmentations are often absent or relatively basic, and not set up to support the tailoring of impactful customer engagement.
Segmentations are tricky studies to get right – both in terms of their creation and their activation. You know when you get it right when the segments are recognisable, actionable and stable (i.e. will remain the same for at least a year and intuitively make sense to those interacting with customers).
In a recent webinar, Branding Science experts Lucy Ireland, Kaylie Fallon and Nick Ross shared the five key steps that are essential for the successful creation and activation of HCP segmentations.
Click here to read our full article and dive into their key insights.
For a more in-depth look, click here to watch the webinar in full on demand.
Get in touch:
Lucy Ireland, Senior Client Services Director: [email protected]
Kaylie Fallon, Consultant: [email protected]
Nick Ross, Senior Client Services Director: [email protected]