June 13
11:00 am - 12:00 pm EDT

LOCAL TIME

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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Chaitanya Badwe

Chaitanya Badwe

Senior Principal, Insights and Analytics, Definitive Healthcare

Chaitanya has 10+ years of experience in bio-pharmaceutical related research and consulting, leading strategic engagements across the life sciences industry. Chaitanya has helped pharma and biotech companies tackle a diverse range of strategic issues across the product life cycle, with a specific interest in commercial, clinical, and therapeutic area strategy. He has deep expertise across therapeutic areas, including rare diseases, ophthalmology, hematology/oncology, and autoimmunity. Chaitanya also leads the AI/ML product development within the healthcare consulting group at Definitive Healthcare. Chaitanya holds a PhD in Cell Biology from Weill Cornell Medicine and a Masters in Biotechnology from Johns Hopkins University.

Prince Porwal

Prince Porwal

Associate Principal, Insights & Analytics, Definitive Healthcare

Prince Porwal brings over 10 years of experience in pharma commercial analytics, leveraging data science and business intelligence to solve complex problems and generate actionable insights. He has helped a number of pharmaceutical companies achieve better commercial effectiveness through a diverse set of projects in promotional effectiveness, media mix planning, segmentation, market research, salesforce optimization and go-to-market strategy. Currently, he leads client engagement for the Omnichannel Insight & Analytics function in Definitive Healthcare. Prior to moving to Definitive Healthcare, Prince worked with Eli Lilly and ZS, helping clients with various strategic sales & marketing analytics-driven consulting projects.

Prince received his MBA from Symbiosis University, Pune and BE from Thapar University, Patiala. He also holds PGP certification in Data Science from Purdue University

Mike Steward

Mike Steward

SVP, Head of Promotional Analytics Product & Solutions Definitive Healthcare

Mike draws from more than 20 years of experience in strategic consulting, promotional analytics, and marketing as head of Definitive Healthcare’s promotional analytics product and solutions. He leads a team of global consultants, data scientists, and digital SMEs dedicated to improving healthcare analytics and helping client partners achieve scale. Prior to working at Definitive Healthcare, he held senior leadership roles at companies like Analytical Wizards and Indegene.

Surani Fernando
moderator

Surani Fernando

Healthcare journalist, writer & podcaster

Surani Fernando is a seasoned healthcare journalist and editor with over 13 years experience covering the biopharma industry. A Sydney native, she started her investigative journalism career in London covering clinical trials, M&A and financing deals for BioPharm Insight, later moving to New York to continue her work as an enterprise journalist and editorial leader for GlobalData and Reorg. She is now based in Madrid working as a freelance journalist, consultant writer and podcast producer. In November 2023, she launched the Raising Biotech podcast.