Our client, a global pharmaceutical company, was in the process of strengthening the vision for its future product portfolio. The marketing team needed to identify potential high-prescribing customers to develop a marketing campaign that would support its strategy for optimally co-positioning future therapies. There were several unknowns about the potential license for our client’s product, so Prescient was engaged to develop strong, focused positioning concepts that would resonate with the emotional needs of target customers.
Shaping Decisions | Driving Value
Prescient began the engagement by identifying and mapping the relevant prescribers by geography and then conducted qualitative market research to build customer profiles based on emotional archetypes. We then completed a robust customer segmentation exercise to determine which groups were of lower or higher value. Prescient developed a typing tool to facilitate the identification of critical customer segments and then delivered a simple and inspiring communication of the segmentation to the marketing team. This enabled them to effectively imagine and verbalize the target customers when developing communications materials for use by the sales teams.
The Prescient Advantage
Prescient’s deliverables enabled our client to evaluate the impact of its product across all clinical settings, and to clearly and effectively identify the potential high prescribers for the product in each market. Our client gained a deep understanding of the emotional drivers for each critical customer segment. These were brought to life to inspire the marketing team in developing a targeted communications platform. Additional support opportunities were identified that could promote medium-level prescribers into higher opportunity groups. Research insights helped our client to understand the current and future treatment paradigm and to identify high- and low-value customer segments. We were able to determine the size of each segment, and identify where any new compound may differentiate itself, enabling our client’s R&D department to use the segments in future exercises, such as potential product forecasts.