Creating Behaviourally Segmented Audiences with Insights that Align with Client research
SITUATION
~ A Global Pharma & Life Sciences organization had completed extensive global market research including focus groups to identify key attitudinal customer segments to target with different marketing strategies, channels, and creatives
~ Like many organizations with an arsenal of market research, our client found it challenging to turn insights into Action and results in the market – to target and engage with the attitudinal segments effectively
APPROACH
~Through the inclusion of EthoSense with their 1st party data, the client was able to segment their CRM patients using key differentiating attributes that are consistent with global research trends, creating digital look-alike audiences across their priority markets for new acquisition
IMPACT
~ Overall engagement, which included EthoSense as a key pillar, resulted in double-digit YoY growth in acquisition.