At Beyond Blue, we believe segmentation should be more than a strategic exercise; it should serve as a catalyst for action. However, even the most intuitive segmentation framework can falter if the tools used to implement it create friction for stakeholders.
That’s why we’re evolving our approach to typing tools.
Typing tools are essential for embedding segmentation into real-world workflows. They help pinpoint which segment an HCP or patient belongs to, facilitating tailored messaging, targeted research, and smarter strategy. But they also come with challenges, ones we’ve encountered in our 20 years of collaboration with pharmaceutical companies.
The Challenges
Let’s be honest: sometimes typing tools can feel like a test. When used in Primary Market Research (PMR), respondents and recruiters may feel the pressure to “pass”, this can lead to biased responses that undermine our segmentation efforts.
Segments characterised by lower knowledge or motivation present another challenge. Recruiting these individuals for qualitative research can be difficult, as asking them to spend significant time discussing topics that bring discomfort, either because they make them feel exposed or uncertain, is understandably a tough sell.
Additionally, expecting field representatives to use valuable face time with HCPs for a typing tool session is impractical.
Having recognised these hurdles, let’s evolve.
Our Innovative Approach
We’re not discarding typing tools; rather, we are redesigning them to alleviate the barriers faced by all stakeholders, from researchers to respondents and the field force.
Key Enhancements
- Smarter screening: By embedding segment indicators within broader screening frameworks, we aim to reduce the “test” atmosphere and enhance data quality.
- Less laborious screening: Physician identification within segments is only the first step. Participation from those difficult to reach segments is often hindered. By minimising additional questions needed to categorise respondents, we increase participation chances.
- Rep-ready tools: Developing lightweight, intuitive tools facilitates natural interactions for representatives. No scripts, no surveys, just smarter engagement.
Our evolution is a testament to our commitment to actionable segmentation, understanding your customers and how to reach, serve, and move them.
What’s Next
We are continuously testing and refining our approach, drawing on feedback from clients, affiliates, and field teams. And as always, we’re guided by our core belief: that clarity drives action.
If your organisation faces challenges with embedding segmentation or if you have insights on evolving typing tools for universal application, let’s talk. At Beyond Blue, we don’t just deliver segmentation, we make it work, grounded in reality and delivered in strategy.