Case Study

US Segmentation (Pharmaceutical)

Business Objective

To create actionable segmentation of US medical oncologists in order to determine early adopters and priority targets at launch and post-launch.

Situation:

A major pharmaceutical company was preparing for launch of a new oncology product and needed to understand personas, product usage patterns, products used, ability to affect change within their practice and develop an actionable typing tool in order to change physician behavior through techniques and focused tactics.

 

Approach:

  • Kick-Off Meeting was conducted via In-Person Workshop with hypothesis formation.
  • In-person qualitative study followed by telephone in-depth interviews (60 min).
  • N=30 US physicians.
  • 30-minute online quantitative survey with 400 physicians to confirm qualitative findings.

Outcome:

  • Insights from qualitative research helped to formulate key target segments based on attitudes and behaviors identified.
  • Attitudes were used to develop quantitative study criteria.
  • Study results were used to develop typing tool to identify customer segments for all future research studies.

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