IN SEARCH OF THE SWEET SPOT TARGET 

Our client, a global pharmaceutical organization wanted to identify the priority patients for a new vaccine that provides relief for a chronic pain condition. The aim was to drive growth by focusing marketing effort and investment on empowering patients (in consultation with their physicians) to take control of their pain relief.  

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The team had a research based segmentation solution and were looking for support in embedding and activating the segmentation across the organization. We worked with the team in prioritizing the segments, developing rich segment profiles, bringing them to life through segment videos and in the development and embedding of a Segment Activation Playbook - including face to face training workshops with teams. The result - effort and investment was immediately focused on the two segments with the greatest potential and activation plans were more compelling, relevant and effective in driving growth.