HCP Belief/behavior Profiling

Don't just call it segmentation, but ya know, everybody does anyway. Our HCP customer profiling was designed to determine which ORENCIA customers (HCP) were further along on our dual-seropositive belief continuum.

Each customer profile was established based on a set of rep-delivered questions that were vetted through market research, as well as data from Business Insights & Analytics. We identified similarities in prescribing habits and barriers to use. Then we customized digital mailing cadences, topic selection, and actual messaging throughout our home office email program and field-triggered emails. Sales representatives were given training on communication with each audience with insights from research but were not constricted to a set sales script.

Here is a sampling of how even an email based on a shared topic could be customized in 3 key spots with variable content for the recipient's segment. Intros, segues, and closings were adjusted to audience, while data generally remained consistent with approved language.

See DTC Attitudinal Profiling

This campaign is the intellectual property of Calcium USA and Bristol-Myers Squibb.