Patient Attitudinal Profiling

Just like segmentation on the HCP side, knowing your consumer audience can also pay dividends. Knowing each patients' information-seeking behavior is key. Knowing how difficult their journey has been to date is too. Many other variables can go into their likelihood to remain satisfied with their existing therapeutic agent or seek out a switch.

That's important to know whether you're feeding the funnel and trying to gain new patient acquisitions OR if you're trying to maximize retention and keep current patients happy and spreading positive word of mouth.

The profiles above were initially created to tailor our ORENCIA relationship-marketing program, known as OnCall, to communicate with patients (and caregivers) based on their individual needs and experiences. Now we are looking for ways to apply the same profiling principals to "deciders" who are in that all important moment of consideration whether to seek a new therapy. Those could be RA patients new to biologics coming off methotrexate or those who are unsatisfied or intolerant to their current biologic therapy. Knowing that can not only direct our tone of voice, but even the data sets we use to inform their decisions. Sometimes it's just about depth of information, you don't want to give a doctor-reliant believer too much. Just seed some doubts and drive them to ask the doctor the right questions.

Here's more details on how we came up with the patient attitudinal profiles.

Here's how we used that information to tailor our RM streams and individual messages within touchpoints.

See ORENCIA HCP segmentation

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