One size does not fit all. Pharmaceutical companies are turning to HCP segmentation to personalize their content for busy HCPs. The goal: generate quality leads, increase conversion rates, and boost customer satisfaction.
HCPs are segmented into various groups based on factors such as location and behavioral patterns. The needs of these unique groups will have a higher likelihood of being met if thoughtfully targeted.
Segmentation is not only beneficial for HCPs, it’s beneficial to pharma marketers whose budgets will be effectively managed, directed to where it counts, avoiding waste.
Psychographic segmentation groups HCPs by their opinions, motivations, personality traits, and so on. Broadly, it’s a segment dedicated to an HCP’s psyche, which allows pharma marketers to gain insight into what particular HCPs want and why.
Orientation Agency offers a great example of this type of HCP segmentation:
“A more fine-grained segmentation maintains the richness of the interaction between the partners in the healthcare transaction. ‘Some sales representatives, for example, considered that physicians who were deeply concerned with how a product was reimbursed or whether the product was affordable by all patients, constituted an important micro-segment.’”
Once you understand the psyche of an HCP, you’ll understand how to capture their attention and earn their trust and loyalty.
Demographic segmentation groups HCPs by specialty, location, gender, family status, age, etc. Of all the types of segmentation, demographic segmentation is one of the most readily accessible, so it’s worth leveraging.
Say you’re sharing promotional content for a new prescription lotion. You wouldn’t want to send that out to your entire list, including orthodontists and neurosurgeons. That would be ineffective. You’d find success sending it out to dermatologists.
This streamlines your efforts to optimize your time and money.
Behavioral segmentation groups HCPs by, you guessed it, their behavioral patterns, gleaned from administrative data.
How have specific HCPs interacted with pharma brands on desktop and mobile? Do they prefer email to other channels of communication? What is their email open rate? Are they early adopters? Current prescribers of a certain brand? How do they feel about innovation? Are they traditionalist? What treatments have they prescribed in the past?
All of that information is used to create tailored messages in which HCPs are genuinely interested, increasing engagement and ROI.
According to Viseven, the conversion rate for targeted ads rises from 2.8% to 6.8%. That’s no small figure.
Better yet, with STORYSOFT digital stories, you can hand over the reins to HCPs, letting them pick their segments in “choose your own adventure” style surveys.
It’s time to switch your focus from the product you’re selling to the HCPs you’re selling to by delivering personalized experiences using HCP segmentation. Refine your personalization tactics.
With STORYSOFT, you can create personalized content for HCPs. Learn more.