In rare diseases, good engagement with healthcare professionals goes beyond traditional segmentation and channel planning. As we work with small and highly specialized groups of HCPs, every interaction needs to be relevant, timely, and based on real insights.
At Biogen, we use attitudinal segmentation to understand not only what clinicians do, but also why they do it. This helps us identify beliefs, motivations, and treatment preferences, which could be taken into account in their decisions.
By using these insights in an omnichannel approach, we are able to offer more personalized and effective engagement across medical, field, and digital channels.
In this session, we will show how attitudinal segmentation helps improve omnichannel engagement in rare diseases,
Key Takeaways:
• Why rare diseases need a different omnichannel approach: small HCP groups, high specialization, and the need for very relevant interactions.
• From traditional to attitudinal segmentation based on emotions: understanding beliefs, and motivations to improve engagement strategies.
• Biogen case study: how attitudinal segmentation in RD has helped improve personalization, message adaptation, and Customer Engagement Plans.
• Key results and learnings: better accuracy, efficiency, and customer experience, with clear next steps toward more data-driven omnichannel engagement.
