Home Insights Customer segmentation framework

Customer segmentation framework

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 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.

About Vynamic

Vynamic, an Inizio Advisory company, is a leading management consulting partner to global health organizations across Life Sciences, Health Services, and Health Technology. Founded and headquartered in Philadelphia, Vynamic has offices in Boston, Durham NC, and London. Our purpose is simple: We believe there is a better way. We are passionate about shaping the future of health, and for more than 20 years we’ve helped clients transform by connecting strategy to action.

Through a structured, yet flexible delivery model, our accomplished leaders work as an extension of client teams, enabling growth, performance, and culture. Vynamic has been recognized by organizations like Great Place to Work and Business Culture Awards for being leaders and innovators in consulting, company culture, and health. Visit Vynamic.com to discover how we can help transform your
organization or your career.

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