We developed differentiated messaging for a diagnostic platform based on an in-depth customer segmentation

Client challenge

Optimally target promotional strategy for a new diagnostic platform through segmentation of core customer groups

Development of core campaign messages and themes also required 


InterPhase Consult solution

In-depth online survey in collaboration with in-house market research team, covering a range of institutional, attitudinal and functional questions to allow multiple potential segmentation approaches

Several statistical analysis and data manipulation techniques implemented to identify optimal segmentation solution 

Internal workshop to build differentiated messaging, campaign theme and brand 


Result

Clear, actionable segmentation framework which received strong buy-in from senior management

A set of commercial messages ready for use in a multichannel commercial communications campaign, including the development of a promotional video