Elevating segmentation into a strategic decision-making tool

Our client needed a segmentation that worked across their HCP target list to explain why physicians behave the way they do and predict how they’d respond to a new therapy. They also needed a way to bring it to life for internal teams, to encourage their buy-in ahead of launch.

We built a segmentation grounded in what really drives physician decisions, both the reasons they give and the ones they don’t. We linked qualitative and quantitative research with real-world claims data, connecting what HCPs say with how they actually prescribe. Then we created AI-powered personas: interactive versions of each segment that teams could question directly, to test messages and explore scenarios in real time.

Applying the segmentation across all HCPs, the client was able to prioritise who to target and how to engage with them. The AI personas let internal teams interrogate segments, test messaging and pressure-test strategic choices, speeding up decisions and building confidence ahead of launch. Rather than a one-off deliverable, the segmentation has become a living tool that the team continues to use.