Optimizing segmentation and targeting strategies for improved customer engagement

In an age where customers are split across in-person and digital channels, adopting an optimized segmentation and targeting strategy can help sales representatives better understand their target audience’s preferences and optimize the way they engage with customers.

To effectively engage with healthcare professionals (HCPs), it is crucial to understand their preferences and needs. A detailed and accurate database with information about HCP demographics, behaviors and trends is key to inform the segmentation and targeting strategies of biopharmaceutical companies, down to each individual HCP. 

We recently held a webinar alongside Simon Scott, Head of Business Operations and Support at Sanofi discussing the steps they took to develop and implement an optimized segmentation and targeting strategy using Veeva CRM data and we will share more about this in the article.


Identifying HCP preferences and needs
Insights from our Veeva Pulse Field Trends Report show that HCP access to sales representatives has declined from 60% in the third quarter of 2022 to 45% in the first quarter of 2024. With HCP access more limited in a fast-evolving landscape, traditional measures like reach and frequency alone are not enough to connect with HCPs, indicating a need for relevance and timeliness.

HCPs should not be engaged through a one-size-fits-all method. Data shows that channels and HCP specialties have a significant impact on engagement, with HCPs who engage with sales representatives through both in-person and video channels having much higher engagement rates. However, approximately half of accessible HCPs only meet with three or fewer companies, indicating that most sales reps may not be successfully connecting with HCPs in ways aligned with their preferences (Figure 2).





It is also important to consider what HCPs are looking to get out of their interactions with sales representatives. Understanding the HCP psyche and their motivations and needs will help to inform a more tailored, effective engagement strategy.


Developing and implementing tailored segmentation and targeting strategies
As access to HCPs declines, tailored and personalized engagement strategies can help create an edge for sales forces looking to build more meaningful relationships with HCPs.

Channel preference data in segmentation and targeting strategies allow pharmaceutical companies to optimize sales representatives’ time by grouping customers who are receptive to in-person channels and those who are better engaged through digital outreach.

Moreover, segmenting customers based on channel preferences enables further tailoring of strategies and resource deployment for optimal engagement. Individual HCPs have different preferences, and a broad engagement strategy will not succeed across a group. For example, a customer may be receptive to digital engagement through email, but not to social media outreach. Figure 3 shows some of the ways HCPs can be segmented for tailored engagement strategies based on their channel preferences.



Having developed a segmentation and targeting strategy in collaboration with Veeva, Sanofi identified the following key factors to successful implementation (Figure 4):

1. Effective change management: Simpler systems for sales representatives lead to more effective HCP engagement. It is important to explain any changes in targets and strategy to the sales force, so they understand how to use the system in a way that improves their work. The system is there to work with them, not against them.
2. Building trust and confidence in its data: A strong engagement strategy must be built with solid data foundations. To develop its segmentation and targeting strategy, Sanofi overlaid Veeva CRM’s HCP data with its in-house data.
3. Having the right people: Sanofi also set up a system in Veeva CRM for sales representatives to provide feedback on their targets based on their interactions. This allowed for continuous refinement of the segmentation and targeting strategy to achieve optimized engagement and outcomes.

Since implementing the new segmentation and targeting strategy in December 2023, Sanofi has seen dramatic improvements in HCP access thanks to an optimized approach to HCP engagement through preferred channels. Sanofi’s sales representatives are now contacting 33% fewer customers, but are seeing 60% more success and impact. While 10% of Sanofi’s territories were in positive growth in December 2023, the success of the strategy has resulted in that number jumping to 90% as of the 2024 March quarter.


Veeva’s role in helping companies create and implement segmentation and targeting strategies
Segmentation and targeting strategies drive more meaningful and impactful engagement with HCPs for better outcomes across healthcare. Veeva’s data solutions are aimed at helping pharmaceutical companies achieve commercial excellence through access to high-quality customer insights on a single platform.

By providing data on HCP affinity with a multitude of channels, Veeva enables customers to develop unique segmentation and targeting strategies and material based on their preferences, engagement and behavior, driving commercial excellence across the business.

To learn more about how Veeva’s approach to segmentation and targeting can transform your HCP engagement strategies, get in touch with us today. You can also find out more about Business Consulting services at Veeva APAC here.