Through individual interviews, experience diaries and observation in context, generational differences and similarities were analyzed around various areas, such as: a) habits and routines, dedications and motivations in the daily life of the neurologist; b) ways to inform and form themselves today; c) formation preferences, in terms of the format, learning method and key content; d) relationship with the industry (preferred channels, content and materials of interest, platforms, tools, etc.); e) attitude towards treatment according to various pathologies.
Strategies to activate the millennial neurologist
Our client sought to define the communication and content strategy for the new generations of neurologists. Not knowing in depth their real behaviors and needs as clinicians, Anima conducted in-depth interviews with neurologists from different generational profiles and from different countries to understand their context, day by day, and analyze their behaviors and preferences, taking into account the generational profile.
The ultimate goal was to identify the unmet needs of the medical specialist and transform them into opportunities to help the client successfully approach new prescribers.
Phase 1
Analysis of generational differences
Phase 2
Differences in the management of the pathology
In addition to investigating the global aspects of neurology, potential generational differences in the approach to Mild Cognitive Impairment and Neuropathic Pain were studied, like: Perception of the pathology (Differences in the level of motivation of the pathology, degree of expertise), needs in the management of the pathology (differences in day-to-day management, time spent, etc.), and therapeutic arsenal and patient treatment (differences in the treatment scheme, perception, assessment and use of the different therapeutic alternatives, etc).
Phase 3
Differential Actions
Identification of areas of opportunity that respond to the detected needs of neurologists of different generational profiles was made, which allows a differential positioning in the pathology of Mild Cognitive Impairment and Neuropathic Pain.
Specific commercial actions by generational profile and country were identified, in terms of communication initiatives, route guides and training proposals for each country according to the different generational profiles.
