Segmenting the Private HCP Market in Obesity

Our client, a global manufacturer of Obesity products wanted to segment the UK private obesity market, for their new product launch.

Opportunity

Our Obesity client was launch a new product into the UK market, which was seen as a game changer for those that suffer with Obesity. The business had little experience of the Private Market and was looking to Rare: to provide guidance on the approach to segmentation.

Solution

The segmentation project was split into 4 discrete phases, working collaboratively with the senior leadership team and marketing.

  1. Set the direction. Align all the key stakeholders on their business requirements.

  2. Discover with qualitative research. Identify the key qualitative themes that matter most amongst HCP’s.

  3. Segment with Quant. With the discovery done, we sent out a survey and identified the segment clusters with quantitative data.

  4. Implement. With the results gathered we built a suite of custom tools for the team.

Result

The product launch has been seen to be one of the most successful launches in the UK private market in recent years.

We created a segmentation algorithm and a series of video outputs so that the client could profile HCPs in the private market and communicate to them more effectively.