Tailoring Your Segmentation Strategy:
Examples of How to Dive Deeper into a Patient Group
Each patient segmentation study is as unique as the disease area.
Refine your hypothesis by asking key questions, for example:
How can I quantify and understand the best segment for a therapy?
Pharma teams may want to focus their investments on reaching providers and patients that are the most appropriate and have the best chances of uptake.
For example, a brand team may use real-world data to quantify and gain a deeper understanding of the population of rheumatoid arthritis patients who are younger and more likely to use a new therapy, in addition to other key segments – and tailor strategy accordingly.
How many meaningful segments require tailored marketing?
Most broad patient populations have diverse demographics, behavioral traits, socio-economic conditions, emotions and lifestyles. Their disease may be the least important characteristic about them.
For example, a team planning a launch strategy for a new NASH treatment would find patient types vary greatly by demographics, socioeconomic factors, insurance type, sites of care, co-morbidities, messaging response, and more.
An advanced sub-segmentation strategy helps a brand quantify the opportunity with key groups, justify a fine-tuned engagement approach, and identify and connect with patients in a more targeted way.
Which segments are struggling with treatment compliance and why?
Many factors influence a person’s decision to abandon their treatment plan – from side effects to lifestyle issues to cost to location of care.
For example, a cardiology team can analyze real-world data to quantify and qualify the dynamic issues causing patients to struggle with compliance. And then look at patient characteristics across segmentations, including co-morbidities, burdens of the disease, and location of care.
From there, a pharma team can design supportive outreach and resources to address the real underlying barriers in a far more effective way.