Driving business performance for Liberty London

Segmenting Private Healthcare professionals

We supported a global manufacturer with their lunch in the private Obesity Market, helping them segment the private healthcare professional market.

Problem

Our client had an exciting new product in Obesity which was tipped to be a real game changer for those suffering with the disease.

As part of their product launch they wanted to understand who is best to engage with in the private market. We worked closely with the client to create a segmentation that could be implemented within the business across sales, marketing and medical

Solution

The business had little knowledge of the private market and were looking to Rare: for guidance on the methodology. We split the project into 4 discrete phases, working collaboratively with the core marketing and leadership teams.

  1. Setting the direction: Helping the business align on their segmentation needs

  2. Qualitative discovery: Understanding the themes that matter most to those in the market

  3. Quantitative measurement: Deploying a survey to understand the extent to which the core themes identified in phase 2 matter most to respondents

  4. Implementation: Delivering a set of tools such as a segmentation algorithm, persona videos and a set of segmentation guides for the team to implement across the business.

Result

The product launch has been considered to be one of the most successful private market launches in recent memory, and we were thrilled to be part of the team to help deliver this for the business.

“Rare: have supported [CLIENT] to determine the key information required to develop the medical wellness market within the private market. However beyond this, I have come to rely on Rare to not only find the information asked through the project brief but to go beyond to lay out a path of information that allows our sales team to put the insight into practice. For example creating an algorithm that determines the HCP segment by inputting some key information from a sales call. They have been my first port of call since June 2020 and will continue to be as we develop the private medical wellness market in the UK.”

National Account Manager - Global Pharma Client (UK)