More Sophisticated Analysis

Case Study—To “own their audience,” today’s marketer must understand the habits, preferences, and potential of every HCP within its possible target audience to be able to maximize the potential offered by the total segment. This article demonstrates how CMI’s proprietary targeting tool—ByDoctor®—can be productively applied to this need.

The situation:

  • The client was seeking a turnkey, non-personal, multi-channel-driven, customer audience experience.
  • Their goals were to:
    • Get effective direction on how to select, deploy, and manage the correct resources
    • Deliver the correct messages to the most receptive audiences, at the correct frequency, thereby enabling a quality user-experience and ultimate brand engagement
    • Find a qualified, but underserved subset of their brand’s overall market segment that would expand their level of engagement and, ultimately, their sales

The approach:

  • CMI employed its proprietary primary research tool, ByDoctor®OnDemandsm, and other resources to extensively profile the client’s underserved target audience physicians, determining their habits, preferences, potential, understanding, and unmet needs related to the brand’s specific therapeutic area, their attitudes and practices related to meeting with pharmaceutical sales representatives, and their personal habits relative to non-personal promotional media (traditional and digital).

The findings:

  • Significant opportunity with this previously underserved target audience segment is available for the client and their brand.
  • Prescribers are both promotionally available and accessible.
  • Most are promotionally underexposed, especially compared to direct competition.

It was determined that the correct message, properly planned and exposed to these targeted prescribers, can significantly and profitably increase the number of prescriptions they write for the client’s brand.