Decision Pathway Segmentation ™Disruptive Behavioral Economics
How we designed a new segmentation scheme to identify and prioritize physician targets.
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Case Study Transcript
Decision Pathway Segmentation ™
Disruptive Behavioral Economics
Case Study: Influencing the Physicians’ Prescribing Decision
BUSINESS ISSUE
- Create a new segmentation scheme to identify and prioritize physician targets during and after the introduction of three new drugs.
- Develop strategies for the brand to effectively protect and grow share among these key physician targets.
APPROACH
- Created a custom-made DPS model that identified the most important influences on physicians prescribing decisions.
- Used prescribing influencers as the basis for the segmentation.
STRATEGIC OUTCOMES & IMPACT
- Solutions to guide messaging go-to-market strategy & tactical implementation.
- Identified unique go-to-market strategies for each target segment
- Tagged physician database with resulting segment identifiers
- Interactive simulator for real-time scenarios testing
An Award-Winning Bespoke Solution
Chairman’s Award and multiple conference awards for a solution that applies strategy and insight to dramatically improved
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reACTION™ | MESSAGE TESTING
Understand The Intersection Between Choice & Action
Before you go to market, determine which marketing messages will have the greatest impact on your
High
target audience.
When there are potentially endless ways to message your brand or product, how do you decide which ones are optimal?
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reACTION™
Story Choice
Low
High
Stealth Messages
Low choice for story, but highly motivating
Action: Consider
Core Messages
Highly motivating, and high choice for story
Action: Prioritize
Don’t just leave it to chance.
Score
Let CMI’s reACTION™ testing do the heavy lifting.
Learn what messaging will compel your target audience to act & how to incorporate it into your campaign’s narrative.
Low
Low Yield Messages
Less motivating, and less often chosen for the story
Action: Deprioritize
Socially-Driven Messages
High choice for story, but less motivating
Action: Consider
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