Efficiency / US / Healthcare
Tagging Physician population with segmentation solutions
Ipsos' tagging approach allowed us to take the segmentation a step further at the key market and make it an actionable sales, marketing, and communication tool.
Business issue
Our client had a great brand market presence, however differentiation had become more difficult with increasing competition both in the strict and the broader market. The aim was to refocus the brand globally, carving out the additional markets, as well as strengthen the current market.
Due to importance of the US market, it was critical to develop global survey-based attitudes and needs, so different segments could be activated in the whole US CRM data base, by tagging every physician to the segment based on their prescribing patterns.
Our solution
To meet this challenge, the Ipsos team merged survey data with at least 24 months of longitudinal prescribing data at a physician level for US.
We developed global segmentation solutions based on the survey attitudes, needs and behavioural variables, separately for two specialties, making sure that it would be possible to tag US prescribing data with high accuracy.
We then created a tagging algorithm that was based on behavioural US data alone, and then applied the algorithm to the behaviour data of the total relevant physician population.
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Impact
This approach allowed the client to develop a global marketing strategy, including targeting optimisation, precision marketing, and communication and channel optimisation. It also helped them to identify practical ways of how to reach the personas by their local marketing and as well as sales activities.
Additionally, the tagging approach allowed us to take the segmentation a step further at the key market and make it an actionable sales, marketing, and communication tool.
