In an increasingly competitive pharma landscape, it’s more important than ever for companies to have a deep understanding of their customers – including HCPs and patients. Segmentation is a common first step in defining a marketing strategy for a brand, but many segmentations end up in a drawer because they lack actionability or buy-in.
During this online BHBIA session, attendees learned the considerations and new data-fusion research methods that can improve the impact of a segmentation study – from design, through execution to socialization.
Our healthcare and analytics experts shared how choice modeling can be applied as a tool to map preferences of audiences. They will explain how combining conjoint data with other data sources, such as existing customer databases, can lead to more a accurate and actionable segmentation.
What attendees learned:
- How shifting to a data-fusion analytics approach can enrich your segmentation outcomes
- Practical tips you can implement today to improve the impact of your segmentation as long-lasting and useful resource
- Research methods to adopt that can define an effective segmentation and improve the foundation for your brand strategy and tactics
Date: Friday, 8 October 2021
Time: 12:30pm – 1:30pm UK Time
BHBIA empowers the UK healthcare business intelligence (BI) community to deliver excellence with integrity. The BHBIA have set a goal that by 2023 we will be the industry association for thought leadership, professional development and ethical standards for deriving insights within UK healthcare.