Segmentation story: Choosing whom to Date?

During my B-School interactions, I often ask the above question. 

If you’ve shortlisted 20 profiles on a dating app based on photos and physical attributes, whom would you choose to date if you had limited time and budget for only 5 individuals?

Sounds challenging, right?

Here’s a data & analytics approach: Convert those 20 names into numerical ratings. Evaluate parameters like proximity to your location, hobbies, education, job category, and likes/dislikes on a scale of 1 to 5. Then, target the top 5 profiles—your chances of a successful connection (girlfriend or boyfriend) increase significantly.

Similarly, when targeting healthcare professionals (HCPs) for prescribing your drug, consider segmenting them using the following methods so that you have HCP names and profiles converted into numbers:

1. Decile: Categorize HCPs based on TRx (prescription volume) or patient count—High, Medium, Low, or None (covering launch to date or the past 12 months).

2. CoE Affiliation or treating specific diagnosis: Identify HCPs affiliated with Centers of Excellence or those treating specific diagnoses.

3. HCP Attributes: Segment based on attributes like brand loyalty, switchers, Key Opinion Leaders (KOLs), and early adopters.

4. Digital Propensity: Consider HCPs’ preferences for digital channels and whether they prefer not to be contacted.

5. Therapy Focus: Look at HCPs treating a high number of patients with Therapy A or Therapy B.

Remember, effective segmentation enhances your chances of success!

Follow me on LinkedIn