Proven Results

Predictive Analytics Case Study

Challenge

  • Multi-specialty health care company with Ophthalmics portfolio needed help designing a targeted brand awareness strategy
  • An effective targeting strategy was needed to identify optimal targets for the promotional campaign

Actions

  • Project kickoff led to understanding business strategy, competitive environment, gaps in product promotion
  • Initial data review performed to identify trends and possible drivers of segmentation
  • Three segmentation options were evaluated to identify the most optimal group of HCPs to target

Results

  • Generated stakeholder alignment leading to the finalization of the segmentation schema
  • Analysis led to segmenting HCPs to identify optimal targets for brand promotion
  • Segmentation schema became a template for subsequent segmentation studies

Application

Predictive analytics, such as segmentation, targeting, and payer analytics, allow for devising optimal sales & marketing strategies

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