Tailoring intervention strategies to boost customer engagement
Better defining healthcare professional (HCP) profiles is crucial when launching a new oncology treatment. We wanted to create a tailored approach to engagement through a multichannel promotional campaign, including how sales teams discuss the product, to ensure that we cut through the noise in this complex therapy.
Through a cluster analysis of survey data, we identified segments in the data and the themes that define them (HC + PC analysis). This data science approach combined with depth interviews validated the segments resulted in insights into the drivers and barriers to behaviour for each segment. Leveraging these insights, we defined tailored intervention strategies for each HCP segment/persona and recommended tactics that would ensure success.
Streamlined strategy based on tailoring to behavioural segments: