🤔 Personalization as the ultimate goal?

🛣 The journey to personalization requires a deep understanding of HCPs needs and preferences at every stage of the adoption process.

👩‍⚕️ Reaching thousands of HCPs requires a strategic approach. One recent article from Veeva Systems made me think about how can we craft Personas?

🙄 Can we go beyond demographics to consider how HCPs think and make decisions (treatment approach, adoption attitudes, information-seeking behaviors, competitor awareness)?

Veeva Systems tried to Understand HCP Profiles and Preferences segmenting them as below:

👩‍🏫 Efficacy-focused: These HCPs prioritize treatment goals and detailed data. They prefer digital channels for real-time information.

👨‍🔬 Safety-focused: These HCPs prioritize taking into consideration potential risks and side effects .

👨‍💼 Patient-centered: These HCPs focus on symptom relief and patient well-being.

We can see clear differences between these personas in terms of their messaging behaviors. Some prioritize achieving specific goals (efficacy), while others focus on safety or treatment goals. Additionally, there are significant differences in their preferred communication channels and where they get their information.

💁‍♀️ Curious to know your opinion about this segmentation!
Can we use it independantly of the markets implementation &/ or the HCPs specialties? And what is your current segmentation methodology ?

Please share with us your experience in the comments below!
Veeva Systems


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