Truly understand who your customers are by grouping them into meaningful segments based on what they need, want, and how they behave. Whether it’s their mindset, habits, or motivations, segmentation helps you focus on the right audiences, craft messaging that resonates, fine-tune your products and spend your resources where they matter most. Our approach turns data into clear, actionable insights—so you can connect with the right people, in the right way, to drive growth and relevance.
Our healthcare client faced lower-than-expected patient uptake following the launch of a new treatment. Initial stakeholder interviews helped identify hypothesized drivers and barriers influencing adoption.
While qualitative research confirmed or disproved these potential factors in patients’ own words, deeper analysis was required to define treatment-eligible patient groups that could be effectively targeted through direct-to-consumer (DTC) marketing and messaging.
Through collaborative discussions with the client, we prioritized barriers based on their level of difficulty to overcome or achieve. The most critical factors were then tested quantitatively to assess their behavioral and attitudinal relevance - leading to the development of strategically actionable segments.
To bridge insight and execution, we facilitated an activation workshop focused on establishing a clear hierarchy of segment targetability and outlining strategies to address the unique opportunities within each group. As a result, our client moved forward successfully, targeting the right patients with precision and purpose.
