Our client – a leading company in the pharmaceutical sector – needed to validate the detected microelements of customers and understand the drivers and barriers of each of them regarding their commercial strategy.
The ultimate goal was to identify actions that would allow to adapt their commercial relationship in a specific way for each microelement, allowing a better adoption of the company’s commercial strategy.
Micro-segment description: customer empathy map
Customer Journey: Understanding the drivers, preferences and motivations of customers
Levers and actions for the commercial mobilization of microsegments