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.
A case study with Bayer
1. To build distinct physician segments for mCRC treatment and understand segment differences and message appeal.
2. Create profiling criteria and sizing of profiles.
Bayer wanted to understand the profile and treatment behaviour of target doctors in order to develop tailored messaging.
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
Detailed physician portraits and sizing
Creation of criteria for sale reps and website and marketing tools
Distinctive messaging and value propositions were created
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