Case Study

Customer Segmentation Framework

THE CHALLENGE

A global pharmaceutical client approached Vynamic for support to launch a new operating model for Medical Science Liaisons (MSL) to optimize medical and clinical collaboration for prioritized disease area studies.

OUR APPROACH

Vynamic conducted in-depth surveys to identify institutional, attitudinal, and functional preferences to enable multiple potential segmentation approaches. To identify the optimal segmentation solution, Vynamic implemented sophisticated statistical analysis and data analysis techniques. With the solution identified, an internal workshop was conducted to articulate the differentiated messaging, campaign theme, and brand.

THE RESULTS

  • Delivered a clear, actionable customer segmentation framework.
    Produced a set of commercial messages ready for use in a multichannel commercial communications campaign and video.New MSL Operating Model Framework Tool.
  • Developed change management materials for all stakeholder roles within the new Global-to-Local Operating Model for clinical trials.