Case Study
IBD Targeting

Case Study

Transforming market insights for pharma excellence: Case Study IBD Targeting

The healthcare landscape is rapidly evolving, and with it, the tools for gaining actionable market insights. Our case study on Inflammatory Bowel Diseases (IBD) showcases how a AI based targeted vertical search strategy can enhance HCP targeting and segmentation, delivering unparalleled market transparency and identifying high-potential HCP segments for pharmaceutical companies. If you’re a Commercial Excellence Manager looking to refine your HCP engagement strategies, this summary highlights key findings and actionable takeaways, with the option to explore the full whitepaper.

Problem Statement

IBD affects a significant population, yet clear insights into the HCP audience and patient perceptions remain elusive. Pharma companies often struggle with:

Our goal: Create a comprehensive map of the German outpatient IBD market to enhance HCP marketing strategies and drive effective omnichannel HCP engagement.

Methodology

Using vertical search health, we analyzed over 1,500 medical practices across more than 25 search terms (e.g., “IBD specialist,” “crohn’s disease,” “TNF-alpha antibodies”) in the Case Study IBD Targeting.

This method combines insights from HCP websites, patient reviews, and digital HCP engagement metrics to define key market dimensions for HCP targeting and pharma segmentation.

Analysis & Key Findings

HCP dimension: Targeting and segmentation

Highly relevant practices:

Practice attributes:

Patient dimension

Channel dimension

Social media emerged as the most used digital channel, outperforming video consultations and online appointment systems. Practices are also increasingly adopting email for HCP communication, though analogue methods like phone and fax remain in use.
The Local channel index (LCI) identified regions with high digital or analogue affinity, enabling tailored HCP sales approaches.

Key takeaways for HCP engagement in pharma

Optimized HCP targeting and segmentation

Focus on the top 25% of high-potential HCP segments identified through content relevance, patient engagement, and digital presence metrics.

Tailored omnichannel HCP engagement

For digital-first practices, prioritize social media marketing, email, and online scheduling systems.

For analogue-focused areas, utilize traditional outreach and refine HCP strategy to match local preferences.

Actionable HCP communication insights

Leverage patient opinion data to craft messages addressing accessibility and care quality.

Develop persona-driven content for marketing to physicians, aligning with practice size, specialty focus, and channel preferences.

CONCLUSION

The Case Study IBD Targeting underscores the potential of HCP digital engagement and HCP segmentation in driving targeted, effective HCP marketing strategies for IBD.

By leveraging these insights, pharma companies can enhance HCP communication, optimize marketing for doctors’ offices, and ensure sustainable HCP engagement strategies.

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