Case Study: Segmentation & Persona Development in the Pharmaceutical Industry
For as massive and competitive as the pharmaceutical industry is, it’s also remarkably personal, even intimate, in how it impacts individual lives. It’s a dynamic combination of technology and empathy, driven by cutting-edge science for the betterment of humankind and quality of life. Given that personal relationship between brand and consumer, brands in the pharma sector must understand the nuances of their consumer segments to convey messages that form emotional bonds and maximize engagement.
Oculus360 (O360) provides pharmaceutical companies the insights needed to understand their target audience, painting a thorough picture of segment personas with its Consumer Portraits solution. In the case study, Consumer Portraits for the Pharmaceutical Industry, O360 describes the insight and impact Consumer Portraits afford firms in this specific competitive space.
A Meticulous Methodology
As detailed in the case study, O360’s partner in the project, Chinatown Bureau (CTB), was tasked with developing a holistic audience structure to guide all messaging for a leading pharmaceutical brand. Our meticulous methodology proceeded according to four distinct steps:
- Bottom-up Conversational Data: We analyzed 13 million unaided online conversations to build a model comprised of core topics and competitors mentioned in these authentic conversations concerning pharma.
- Top-down Personal Profile Data: O360 used the Consumer Portraits solution to identify 200 seed conversations linked to thousands of related conversations, developing 14 distinct segments within the pharma category.
- Segmentation: We analyzed conversations to develop digital profiles including demographics, psychographics, behavior, and attitudes.
- Persona Development: O360 and CTB used the findings to create immersive persona profiles.
The Consumer Portraits analysis revealed five distinct personas within the pharmaceutical target audience, giving O360 and CTB the necessary framework to further develop their particular attributes through online conversations, resulting in a more granular analysis categorized by:
- Specific Interests
Detailed with specific findings in our case study, Consumer Portraits for the Pharmaceutical Industry, the results from our exhaustive analysis of segment personas and attributes were extremely enlightening into the personal motivations, characteristics, and expectations of each target consumer segment. Likewise, we identified key influencers that wield the most power over the consumer segments, as well as the most effective, comprehensive audience activation strategy for each.
We encourage you to read the O360 case study, Consumer Portraits for the Pharmaceutical Industry, for a more thorough appreciation of the powerful insights generated through the potent combination of millions of online conversations and AI-driven technology. Specific examples and accompanying graphics provide concise but detailed illustrations of the particular consumer segments, lending the pharma brand’s campaign the necessary tools to convey a message that speaks to individual interests and concerns. Of course, such insight is instrumental in creating powerful emotional bonds that amplify messaging impact.
Although our findings are specific to a particular pharma brand, every company across industries can enjoy the same benefits from a deep understanding of their customers and what drives them. In an evolving marketplace with continually changing consumer bases, O360 provides the guidance needed to identify, engage, and convert a diverse and fickle audience.