Abstract:

Sanofi, joining forces with MESH Experience, has been able to use cutting edge Real-time Experience Tracking (RET) to uncover the real behaviour of the hard-to-reach audience of doctors, especially as the digital landscape evolves in this field. The insights of how, when and why physicians use different touch points (channels) has fed directly into Sanofi's planning, in order to design the most relevant and influential communications strategy. The granularity of the data collected meant that they could tailor their investment based not only on the touch points that were most effective in the market, but also how they differed by type of doctor, changed within context and aligned with various stages of the purchase funnel. As a reader, you will learn about the innovative approach of capturing and understanding experiences, how this can be applied to the healthcare industry, and the types of fresh insights this customer-centric research approach gives, which is often lacking in more traditional recall-based approaches.