PROJECTS
CUSTOMER SEGMENTATION: LEVERS TO ACTIVATE SEGMENTS
Health
METHODOLOGIES
Qualitative research | In-depth interviews
SECTOR
Health
YEAR
2021
Description
Our client faced the challenge of developing differential actions in the area of Pulmonary Arterial Hypertension. Through an investigation with cardiologists and pulmonologists, the different profiles were characterized according to their vision of the pathology and the treatments prescriibed for its approach.
As a result, the levers that allowed the commercial strategy to be adapted to each profile were identified, promoting the mobilization of clients throughout the product adoption funnel.
International research in 4 European countries
40 interviews
4 customer segments characterized
“PAH labs are reliable and always available. It is important to have a medical representative that approach to us with information”.
Cardiologist
KNOW THE PERCEPTION
OF THE MARKET
Vision of the patient’s profile, the market and its evolution in recent years: Assessment of the most important players, the level of competition, most recent changes, etc.
Assessment of the product portfolio currently available, as well as upcoming releases.
CHARACTERIZE
THE SEGMENTS
User experience with the available arsenal and product preferences: positively and negatively valued aspects of each existing product and reasons why.
Treatment scheme currently used, delving into the key moments of decision and choice of treatment.
ANALYZE DIFFERENCES
BETWEEN COUNTRIES
Understanding of the medical context of each country: the importance of the private sector, the most common prescribing and care process, etc.
Validation and characterization of the different segments by country, according to their knowledge and use of the product.
IDENTIFY LEVERS
FOR MOBILIZATION
Detection of unmet needs of customers in the different segments, in terms of activities, content, messages, channels, materials, formats, etc.
Identification of areas of opportunity that allow the client to adapt their business relationship specifically for each segment.
