Marketing to HCPs using data-based omnichannel segmentation
About the webinar
An omnichannel, customer-centric marketing strategy is increasingly important for brands seeking to reach and influence healthcare providers. To create cohesive messaging that appeals to a diverse audience, brands must start by gathering data to inform how the audience is segmented. The HCP community has many nuances to consider in its segmentation— from prescribing behavior and information consumption patterns to individual physician characteristics. Join this webinar to see a real-world example of a pharma company achieving significant brand performance gains using data-based segmentation.
In this session we will:
- Share how to craft a targeting strategy by using a wide range of datasets
- Explore how to build an HCP-level marketing mix solution through an affiliation database
- Learn how to quantify the success of segmentation by measuring its promotional impact
Our speakers
Chaitanya Badwe
Senior Principal, Insights and AnalyticsChaitanya has 10+ years of experience in bio-pharmaceutical related research and consulting, leading strategic engagements across the life sciences industry. Chaitanya has helped pharma and biotech companies tackle a diverse range of strategic issues across the product life cycle, with a specific interest in commercial, clinical, and therapeutic area strategy. He has deep expertise across therapeutic areas, including rare diseases, ophthalmology, hematology/oncology, and autoimmunity. Chaitanya also leads the AI/ML product development within the healthcare consulting group at Definitive Healthcare. Chaitanya holds a PhD in Cell Biology from Weill Cornell Medicine and a Masters in Biotechnology from Johns Hopkins University.
Prince Porwal
Associate Principal, Insights and AnalyticsPrince Porwal brings over 10 years of experience in pharma commercial analytics, leveraging data science and business intelligence to solve complex problems and generate actionable insights. He has helped a number of pharmaceutical companies achieve better commercial effectiveness through a diverse set of projects in promotional effectiveness, media mix planning, segmentation, market research, salesforce optimization and go-to-market strategy. Currently, he leads client engagement for the Omnichannel Insight & Analytics function in Definitive Healthcare. Prior to joining Definitive Healthcare, Prince worked with Eli Lilly and ZS, helping clients with various strategic sales and marketing analytics-driven consulting projects. Prince received his MBA from Symbiosis University, Pune and BE from Thapar University, Patiala. He also holds PGP certification in data science from Purdue University.