Case Study:

Physician Segmentation and Marketing Actions

Physician Segmentation and Marketing Actions

In this case study the client discovered that the drug was not being used as it should as directed in the clinical guidelines for superior patient outcomes, in some physician segments. So they wanted to find out if there was a way to not only understand the segments but also to offer some sales and marketing levers that could influence the physicians to switch segments.

The Client Problem

    •    Oncology brand requiring maintenance therapy after induction
    •    Significant number of physicians not using maintenance preferring to treat at progression
    •    Oncologists tended to fall into 3 segments
    •    Insignificant switch between segments

The Solution

    •    Use big data and AI to:
    ◦    Understand which physicians fall into which segment
    ◦    Understand which influences lead individual physicians to make the maintenance choices they do, and therefore why they are in a specific segment
    ◦    Understand how to influence a dynamics between segments, in particular health care providers who are always using, selectively using and never using.
    ◦    Identify appropriate interventions that can be utilized by the sales and marketing teams to assist physicians in fully supporting the use of the maintenance treatment for patients where indicated.
    ◦    Map KOLs who believe in maintenance and utilize them and their network to influence non-believers

The Outcome

    •    37% increase in physicians using maintenance treatment within 6 months


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