Case studies
Defining data-driven HCP segments to help our client maximise customer engagement
Our client, a global leading pharmaceutical firm, was seeking support to optimise customer engagement. Increased pressure from the rising cost of drug research and development (R&D), growing competition, and a reduction in average sales peaks were all barriers preventing the client from obtaining a well-grounded understanding of their customers. On top of that, the decreased market accessibility brought by the global Covid-19 pandemic introduced another layer of distance. By working closely with the client, we deployed a digital healthcare proxy (HCP) segmentation strategy leading to optimised customer engagement.
Services:
Segmentation, AI, Digital, Customer understanding
Ambition:
To optimise segmentation the client aimed to unlock value at a local level through segmented and data-driven customer outreach. It also sought to determine the optimal (digital) channel mix for each segment and understand engagement effectiveness through channel impact and engagement measurement. Additionally, it was looking for expert support to optimise resource allocation across customer-facing touchpoints.
Solution:
Through close collaboration, we helped our client achieve their ambition to o ptimise customer engagement. We helped them by collecting and aggregating data from different marketing channels, such as Direct E-mail Marketing (DEM), Rep-triggered E-mail (RTE), Web navigation, Webinars / Events, and Face-to-face visits (F2F). We also performed AI-based identification of HCP clusters displaying homogenous behaviours related to channel preference. Our team determined the most relevant factors affecting HCP engagement and measured channel impact from our client. We identified saturation points per channel and segment and ran an optimisation exercise to define the optimal balance of effort between different channels to maximise engagement effectiveness and efficiency. We finally provided our client with actionable recommendations per segment, identifying optimal channel mix, frequency and content.
Through close collaboration, we helped our client achieve their ambition to optimise customer engagement. We helped them by collecting and aggregating data from different marketing channels, such as Direct E-mail Marketing (DEM), Rep-triggered E-mail (RTE), Web navigation, Webinars / Events, and Face-to-face visits (F2F). We also performed AI-based identification of HCP clusters displaying homogenous behaviours related to channel preference. Our team determined the most relevant factors affecting HCP engagement and measured channel impact from our client. We identified saturation points per channel and segment and ran an optimisation exercise to define the optimal balance of effort between different channels to maximise engagement effectiveness and efficiency. We finally provided our client with actionable recommendations per segment, identifying optimal channel mix, frequency and content.
Takeaway:
This project highlighted the importance of data as a key prerequisite and a powerful source of insights. Moreover it became evident that by increasing customer understanding through data, we can generate outstanding efficiencies and improve marketing actions.
Our impact:
- Segments based on AI were defined for 6 markets
- HCP determination of most relevant factors affecting HCP engagement
- For 6 markets, we defined tangible recommendations to optimize channel mix