White paper
Strategic HCP segmentation
How to combine prescribing potential, adoption ladders and behavioural signals, then use the segments to plan journeys, content and field activity.
For teams reviewing how their HCP segments inform targeting, content and engagement.
Prescribing potential can help a team decide which HCPs to prioritise. It provides less guidance on what those HCPs need, how ready they are to engage or which content will be useful.
This paper explains how to combine adoption ladders, prescribing potential and behavioural signals. It connects segmentation with decisions about journeys, content and field activity, then considers the data required and how to update segments as behaviour changes.
It also examines the consequences of using segments that have little bearing on customer engagement, including how those limitations affect campaigns, dashboards and next-best-action systems.
In the paper
- What potential, adoption and behavioural information each contribute to segmentation.
- How to use segments in journey design, content planning and resource allocation.
- When to review segments and how to reflect changes in HCP behaviour.
Read the full paper
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