Changing behaviour: is it possible without behavioural segmentation?

Presented by

Paul Tunnah, Fiona Hammond, Dr Alison Carr, Natalie Lofthouse

About this talk

Understanding your customers is fundamental to effective communication. Current segmentation strategies draw on ever more detailed information about how patients, physicians and payers behave through the use of open source, social media and real world data. However, segmentation still lacks clear insight into why these stakeholders behave as they do – and therefore how best to change their behaviour. Working with behavioural change experts Hamell, this one hour live discussion will look at why current segmentation strategies are failing, and the importance of understanding what drives patient or customer behaviour. Using case studies, speakers will explore how segmenting by behavioural drivers can create advanced, effective strategies to change patient, customer and payer behaviour. This event will focus on three key areas: •The theory behind behavioural segmentation and how it challenges the status quo •Benefits of behavioural segmentation communication strategies and the problems answered by behavioural segmentation strategies •Behavioural segmentation in action: practical application of this approach

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