Customer Portrait/Segmentation

Our client's treatment was a first-to-market digital therapeutic in an established pharmacologic market. Our client had limited promotional means and needed to target their market.

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Based on the long experience and expertise at Armature, we knew that caregivers had wide-ranging attitudes towards the condition, the need for treatment, and even the idea of using a medical device. The team at Armature had also done multiple segmentation studies--spanning diverse therapeutic categories with HCPs, Caregivers, and C-Suite Executives.

To identify the best target segment of caregivers, we launched a self-administered online survey with nationwide sample of caregivers. Here's what we did:

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• Collected basic demographics and medical history related to symptoms and treatment.

• Tested levels of agreement on attitudinal and emotional statements related to healthcare behaviors, specific condition, and approaches to its treatment.

• Analyzed the results via cluster and latent-class analyses, as well as dimensional segmentation solutions.

• Identified differences in each segment to allow tailoring of future marketing initiatives, including optimal channels of communication.

• Created detailed customer portraits.

• Designed a simple classification scheme that could be embedded into a caregiver-facing website.

To ensure that the resulting insights met our client's needs exactly, we fully engaged in frequent collaboration with ou client's team and its marketing and advertising partners. We did this through workshops among key stakeholders at analytic critical points, to reach alignment and to ensure that resulting caregiver segments were usable and made sense.

The insights allowed our client to market their treatment in a much more targeted way, maximizing the value of their promotion.