NOVARTIS

Strategic Segmentation of Neurologists

CRM & Loyalty CX & Strategy Data & Intelligence

We adapted the global segmentation of neurologists to the Spanish context to prepare for the launch of Kesimpta. We combined data, AI, Python, and advisory boards to identify clusters, motivations, barriers, business potential, digital behavior, and engagement preferences. We transformed these insights into relationship maps and activation guidelines that defined messages, channels, formats, and interactions before, during, and after the consultation.

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