{"id":987511083,"date":"2025-01-10T15:31:13","date_gmt":"2025-01-10T15:31:13","guid":{"rendered":"https:\/\/branding-science.com\/?p=987511083"},"modified":"2025-04-24T16:17:56","modified_gmt":"2025-04-24T16:17:56","slug":"cinq-etapes-cles-pour-la-creation-et-lactivation-reussies-de-segments-hcp","status":"publish","type":"post","link":"https:\/\/branding-science.com\/fr\/cinq-etapes-cles-pour-la-creation-et-lactivation-reussies-de-segments-hcp\/","title":{"rendered":"Cinq \u00e9tapes cl\u00e9s pour la cr\u00e9ation et l'activation r\u00e9ussies de segments HCP"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/branding-science.com\/wp-content\/uploads\/2025\/01\/BSC_3786_HCP-segmentation-webinar-summary-article-banner-image.png&#8221; alt=&#8221;BrandFest 25&#8243; title_text=&#8221;BSC_3786_HCP segmentation webinar summary article banner image&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|20px|20px|20px|20px&#8221; box_shadow_style=&#8221;preset1&#8243; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|300|||||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\">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\u2019s communications must be \u2018spot on\u2019 in terms of delivering the right message to the right doctor at the right time, to nudge them along the adoption ladder.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">An impactful segmentation approach that leads to tailored brand communication has been shown to accelerate adoption, increase utilisation, and increase customer satisfaction.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">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.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Segmentations are tricky studies to get right \u2013 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).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">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.<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong><a href=\"https:\/\/branding-science.com\/wp-content\/uploads\/2025\/01\/BSC_3786_HCP-segmentation-webinar-summary-article-V2.pdf\">Click here to read our full article<\/a><\/strong> and dive into their key insights.<\/span><\/p>\n<p><span data-contrast=\"auto\">For a more in-depth look, <\/span><strong><a href=\"https:\/\/vimeo.com\/1036461933\/2c4c67ce9d?share=copy\">click here to watch the webinar in full on demand<\/a><\/strong><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\"> <b>Get in touch:<\/b><\/span><\/p>\n<p><span data-contrast=\"auto\">Lucy Ireland, Senior Client Services Director: <\/span><a href=\"mailto:lucy.ireland@branding-science.com\"><span data-contrast=\"none\">lucy.ireland@branding-science.com<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Kaylie Fallon, Consultant: <\/span><a href=\"mailto:kaylie.fallon@branding-science.com\"><span data-contrast=\"none\">kaylie.fallon@branding-science.com<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Nick Ross, Senior Client Services Director: <\/span><a href=\"mailto:nick.ross@branding-science.com\"><span data-contrast=\"none\">nick.ross@branding-science.com<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s communications must be \u2018spot on\u2019 in terms of delivering the right message to the right [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":987511084,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>Here at Branding Science we have been fortunate to assist numerous companies in conducting advisory boards, fostering many insightful discussions with a range of healthcare professionals.<\/p><p>However, these conversations aren\u2019t always a breeze! That\u2019s why we\u2019ve distilled some of our key strategies to ease tension and promote fruitful discussions during ad boards.<\/p><p>In our latest article, we\u2019ve shared our top seven tips to bear in mind if you want to conduct a successful ad board.<\/p><p>To read our thoughts in full, <a href=\"https:\/\/branding-science.com\/\/wp-content\/uploads\/2023\/11\/HCP-meeting-PDF_V1.1.pdf\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[18,1],"tags":[],"class_list":["post-987511083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Five key steps to successful HCP segments | Branding Science<\/title>\n<meta name=\"description\" content=\"Our Branding Science experts share the five key steps that are 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