Case studies
One Omnichannel persona standard, calibrated per market
A regional Omnichannel persona architecture, built once for a multi-market region and calibrated market by market.
The challenge
For the business
Each market built its own segmentation, with no shared standard for channel planning.
For HCPs
HCPs received the same content regardless of how they prefer to engage.
What we delivered
- Core personas from the region's planning and CRM data
- First-market calibration with field input
- Activation playbook, measurement hooks and governance
Outcomes and how they are tracked
Business outcome
Persona-based guidance in place before planning
Leading KPIs tracked
- 80%+target HCPs assigned a persona
- About 4 weeksper new market calibration
Customer outcome
Content in the format and channel HCPs prefer
Leading KPIs tracked
- 10 to 20%more content matched to persona
- 5 to 10%higher engagement rate by persona
Leading KPIs are indicative targets agreed with each client against its own baseline. Business results follow over later cycles.
- Client
- Global pharma, multi-market region
- Where it fits
- Cross-functional teams that want one standard across markets without rebuilding it per market.
- Service
- Personas and customer engagement journeys
Facing a similar challenge?
A 45-minute working session is the simplest way to test whether a similar approach fits your team and planning cycle.
Last updated 31 October 2026