New cancer therapies
Optimising customer experience to drive early uptake of new cancer therapy
Understanding needs
The client wanted its salesforce and marketing teams to better understand their customers to optimize their experience and drive earlier consideration and uptake of CAR T.
To truly gain traction in the business, any new segmentation needed to complement and uplift existing adoption frameworks which were already well embedded.
Connecting data
We created a global (7-market) segmentation based on needs, attitudes and behaviours among CAR T treaters and referrers (HCPs). Our analysis focused on the needs and attitudes that complemented adoption.
We delivered a short (5-question) typing tool that could be quickly and easily deployed by sales teams (as well as in future research).
Driving change
By gaining a deeper understanding of the choices and trade offs HCPs make when choosing cancer therapies for their patients, the client was able to tailor comms, strategic and tactical initiatives.
By focusing on needs across cancer therapies, rather than specific to CAR T, the segmentation can inform strategy to improve adoption for new cancer therapies in the future.
Just wanted to let you know that all your hard work has come to fruition at last! We launch Apollo Truck and Bus Tyres soon. All very exciting!
Richard Farrell
Head – Global Marketing Communications and Insight