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Now more than ever, improving your sales and marketing efficiency is key to capitalizing on the
potential of your products or services in the marketplace. Whether you are a pharmaceutical/biotech
manufacturer, retail pharmacy, payer, or other type of healthcare company, understanding how your
customers behave and what motivates them can take your targeting and tactical execution a step beyond
what activity-only measurement offers.
Depending upon your situation, your customer base may consist of patients, physicians, or a physician practice.
SDI can help you to understand these groups as “consumers.”
Overlaying extensive, de-identified, patient-level healthcare data with expanded consumer
demographic and lifestyle behavior data, clients can optimize every phase of a product’s life
cycle by building and refining marketing messages and promotions to incorporate customer segmentation,
targeting, and predictive models built on actual behavior.
By linking attributes such as wealth, income, interests, activities, and ethnicity with healthcare
information such as prescription activity, compliance levels, and medical procedures, SDI can answer complex business questions such as:
- What is the profile of a compliant vs. a noncompliant patient?
- Do my customers have the "ability to pay"?
- Are my customers homeowners?
- What languages do they speak?
- How do their interests and activities drive my promotional strategies?
- What messages do different segments respond to?
- How do multiple ethnic groups utilize my product?
- What are the specific Web sites my customers visit?
- How do my customers differ from my competitor’s customers?
Prescriber & Patient Segmentation and Targeting
Two patients on the same therapy can have very different lifestyles, preferences,
and interests. In the same way, two physicians who prescribe the same product can be
just as different. In this era of personalized marketing, it only makes sense to
customize your messaging and tactics so they are meaningful and relevant to the customers you want to reach.
SDI can create actionable customer segments based on behavior observed through
analysis of de-identified, patient-level healthcare data enhanced with consumer
demographic and lifestyle behavior information.
Predicting, Projecting, and Forecasting
Predicting patient behavior is a natural progression of patient segmentation.
By applying the knowledge from our segmentation and profiling analyses, SDI is able to
predict consumer behaviors, project trends such as lifetime value, and forecast patients,
products, and markets based on unique segments such as ethnicities, cohorts, co-morbidities,
and payer types (i.e., Medicare Part D).
SDI creates forecasts at the lowest possible level to provide a more detailed understanding
of market drivers and their impact on specific segments.
Prescriber & Patient Promotion Response and Testing
SDI has partnered with clients to evaluate a wide range of direct-to-consumer and direct-to-physician programs, including direct mail, Web sites, meetings, 800 numbers, trial/value cards or trial scripts, and unique patient campaigns.
The most common goals of a promotion response project are to measure any one or a combination of the following: conversion, compliance, persistency, return on investment, or lifetime value. To add greater insight, these metrics are often viewed by segments, such as cohort, patient age, gender, payment type, ethnicity, and income.
Television Advertising Impact
SDI applies valuable media targeting capabilities to patient-level data segmentation through a partnership with a leading media planning company. Within any designated market area, the audience can be finely segmented into smaller, more specific media regions. This allows our clients to focus media advertising on regions that contain the highest concentrations of the desired audience.
Clients are able to turn TV advertising on or off in select cable markets. Once TV spots in select markets are run, tracking of patient/consumer Rx filling begins.
For more information, please contact us.
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