Client issue
A leading pharmaceutical company sought support from CRA’s Life Sciences consultants in developing strategically aligned and integrated US and EU HCP segmentation solutions to support the anticipated launch of a first-in-class asset.
CRA approach
We developed insightful, actionable, and future-facing segmentation solutions by applying a strategic framework to guide our exploration of attitudinal and behavioral variables using claims analysis and primary qualitative / quantitative market research. We constructed forward-looking US and EU solutions by evaluating current clinical practice against projected management, considering an unmet need. We identified differentiating variables through rigorous multivariate analyses on a global physician profiling database, leveraging machine learning-based predictive modeling and projection to determine the best mix of content, channel, and timing for field force targeting and interaction. We then developed typing tools to aid the US and EU field forces in applying the defined segments.
Client impact
The outputs of this project provided a comprehensive characterization and strategic classification of HCPs within US and EU markets, accounting for market nuances and considerations within a complex and crowded therapy market. The segmentation solutions were versatile by design, capturing differences based on current management, and enabling a projection into the future around an unmet need that is not yet fully established in the therapeutic area. Ultimately, our segmentation solutions provided a foundation for tailored HCP promotional strategy, targeting, and messaging.
