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Case study: Marketing to HCPs using data-based omnichannel segmentation
An omnichannel, customer-centric marketing strategy is increasingly important for brands seeking to reach and influence healthcare providers. To create cohesive messaging that appeals to a diverse audience, brands must start by gathering data to inform how the audience is segmented. The HCP community has many nuances to consider in its segmentation— from prescribing behavior and information consumption patterns to individual physician characteristics.
This webinar will offer a case study in using an AI/ML powered intelligence platform to:
- Understand the current state of the market from the perspective of the brand and its competitors
- Efficiently and effectively craft a targeting strategy by leveraging a wide range of datasets
- Build an HCP level marketing mix solution through an affiliation database
- Quantify the success of segmentation by measuring its promotional impact
- Optimize a promotional strategy to achieve organizational goals
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