| 8th June 2016
When conducting a poll of Client Needs in 2014, Domus (marketing agency) found 22% of business respondents lacked a ‘useful and actionable audience segmentation’ - an ‘unmet’ need that crippled the ability of internal staff and agencies to effectively market products to target customers.
Fast forward two years, and our experience in pharma continues to show that there is still an unmet need in terms of how audience segmentation is created and used by agencies and internal marketing teams alike. Part of the problem is the (un)usability of the segmentations created.
Senior Associate Consultant Frances Hendry and Senior Customer Experience Consultant Peter Timmer take a closer look at what the unmet need actually is, and how you can make your segmentation actionable – so that it can deliver real commercial value.
Segmentation should be a tailored tool; it needs to be created with a particular end-user in mind, and ideally, a specific problem to which it can be applied and actually solve. So frequently we see a segmentation research project being briefed to a market research agency, but with no clear view of who the eventual user of the segmentation will be, or how they will use it.
These are large projects. Healthcare professional (HCP) samples of 500 to 1000 customers are not unusual. Frequently, qualitative face-to-face interviews complement the quantitative survey that captures the number of data points required to drive the maths behind segmentation. The end-product of such a survey will be quantitative insight; the arising segments. In our experience, customer groups are divided into anywhere between 4-10 segments.
If we think about what a ‘useful’ segmentation actually is, it should deliver commercial value. If finding a useful segmentation is an unmet need, we have a commercial problem of missed opportunity. Going back to one of our previous points, segmentation needs a problem to solve. The act of using it means it must support ‘action’ by its user.
To be actionable, it needs to be clear what actions the segmentation will support. Whether or not the user picks it up for action is probably down to answering ‘yes’ to three questions:
| 22nd February 2017
Founded by Michael Seres in 2011, 11 Health is a connected medical device company currently working to change the lives of patients using stoma bags. Content Marketing Manager Liz Inskip interviews Michael about how patients are changing the role of the expert in healthcare, and the systematic barriers to innovation in healthcare.
| 14th February 2017
As a business that works with healthcare and pharma companies, it’s not often that we get the opportunity to design the cover for Time Out London, so we jumped at the chance to partner with Rays of Sunshine to help them get the word out about their #Kisses4Wishes campaign on Valentine’s Day. Liz Inskip talked with the creative team about the campaign and how BLH approaches this kind of work.
| 8th February 2017
When we talk about customers as experts in healthcare, what we’re really talking about are clinicians. Experts in diagnosis, treatment and clinical care (HCPs) and experts as those who experience the medical condition in their own personal context (patients). Head of Customer Experience Elisa del Galdo talks through how the evolution of the relationship between HCPs and patients is changing the role of the expert in healthcare.