Case Study: a global biopharmaceutical company improves targeted HCP engagement with Axtria’s digital affinity-based segmentation

Global Biopharmaceutical Company improves HCP digital targeting with Axtria

The global biopharmaceutical company faced the challenge of launching a new drug in the European Economic Area amidst an evolving digital ecosystem. They needed to shift from traditional sales to a multi-channel engagement strategy that could meet healthcare professionals' (HCPs) clinical and educational needs through customized interactions. To address this, they partnered with Axtria for its segmentation and targeting expertise.

Axtria implemented a digital affinity-based segmentation solution to redefine the company's digital promotion strategy. This involved identifying key variables predictive of an HCP's digital affinity and segmenting them based on their content and channel preferences. The effort provided the global biopharmaceutical company with actionable recommendations for optimized and targeted digital promotion, enabling more effective and personalized engagement with healthcare professionals.

Global Biopharmaceutical Company