Leveraging advanced analytics to segment healthcare professionals based on their digital affinity for optimized reach of digital promotion
Digital adoption is accelerating among healthcare professionals (HCPs), and their relationship with pharmaceutical sales reps is evolving to focus on customized interactions, personalized content, and knowledge sharing – all in the pursuit of improved patient outcomes. In this evolving ecosystem, implementing a successful multi-channel engagement strategy to fulfill the HCP's clinical and educational needs requires a sound understanding of HCP segments based on their content and channel preferences.
This case study illustrates how Axtria helped a global biopharmaceutical company that was planning a drug launch in the European Economic Area redefine its digital promotion strategy by segmenting HCPs based on their digital affinity.
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