The Challenge:
Segment physicians in a very mature OTC market for a mild disease state.

The Approach:
Recruit patient and their physicians as an OTC recommendation was being made. Audit the actual outcome of the recommendation with patients while segmenting the market not only on physician characteristics but also their interactions with their patients.

The Result:
A segmentation of physicians based on their information assimilation and psychological characteristics and the effectiveness of their OTC recommendations as established by the patient audit. Our client was able to address physicians whose high value was not only based on their receptiveness to the brand but also their effectiveness at persuading patients to actually use it.