Using customer segmentation to drive impactful marketing
A key question any brand strategy should answer is ‘whose behaviour are we trying to change in order to drive growth for our brand?’
The most obvious answer to this is to identify the customer type, such as primary care physician, specialist, nurse, payer, patient, etc. Most brand strategies will be aimed at several customer types and both the strategy itself and the implementation of the strategy needs to be tailored to the needs, challenges and preferences of each key customer type. But staying at the customer type level when developing and implementing our strategy is not enough if we want to have truly impactful marketing.
Within a customer type such as physicians, they do not all behave the same way, and that is because they do not all share the same beliefs, needs, frustrations, preferences, experiences, etc. When we want to change behaviour to drive brand growth, we need to dig deeper. That is where customer segmentation comes in.
Customer segmentation groups customers who demonstrate similar behaviours, because they have similar beliefs, attitudes or needs. The segmentation should relate to the behaviour we are focusing on to drive brand growth, such as diagnosis, referral, brand choice, etc. A good customer segmentation should be insight-based, going beyond simple demographic or behavioural factors to include factors based on beliefs, attitudes or needs.
Once we have our segmentation, we need to identify those segments where we are most likely to achieve the desired behaviour change and are therefore the best focus for our promotional resources. This ensures that our strategy and activities focus on customers whose needs we best meet and where we have the best chance of achieving our desired behaviour change.
Good segmentation requires in-depth knowledge of our customers and the decisions that they are making. It is therefore critical that segmentation is built using all of the expertise within the cross-functional team.
Our understanding of the prioritised segment should inform and shape the brand positioning, messaging and choice of channels and tactics for that segment. It helps us to develop tailored offerings to meet the segments specific needs and interests, and enables us to build focused customer engagement plans that drive behaviour change.
GOOD CUSTOMER SEGMENTATION
enables us to get…
the right message
to the right person
at the right time
using the right channel
FOR GREATER IMPACT!