Bayer Physician Segmentation | Ruby Cha Cha

Bayer Physician Segmentation

Galderma Patient Journey Exploration
July 7, 2017

Bayer Physician Segmentation

THE CONTEXT

1. To build distinct physician segments for mCRC treatment and understand segment differences and message appeal.

2. Create profiling criteria and sizing of profiles.

THE CHALLENGE

Bayer wanted to understand the profile and treatment behaviour of target doctors in order to develop tailored messaging.

THE JOURNEY

Workshop to create unique stimulus to get underneath ‘rational’ physician feedback

Physician interviews

Workshop to develop and agree portraits and embed with sales reps

Segment sizing quant

THE RESULTS

Detailed physician portraits and sizing

Creation of criteria for sale reps and website and marketing tools

Distinctive messaging and value propositions were created

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.