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JTBD informed HCP segmentation in rare eye disease

Client Needs

  • Our client in the ophthalmology space was launching a specialized treatment for  a rare eye condition
  • The client needed to understand how to approach eyecare professionals across practice settings and geographies in a targeted way

Our Solution

  • 1:1 interviews with eye care professionals using to understand the “job” each HCP type was trying to accomplish in their practice
  • Rather than segment by practice size, we segmented by the underlying “job” each HCP was trying to accomplish in their professional role

Output & Implications

Four distinct segments received tailored engagement strategies based on their specific “job”:

  • Detailed pain points and motivations
  • Preferred communication channels and messaging
  • Specific barriers to treatment adoption
  • Customized value propositions

Next Steps & Implications

  • This allowed our client to develop precise targeting to inform HCP engagements
  • Enabled sales reps to quickly identify which “job” a HCP was trying to accomplish
  • Informed product positioning and messaging for future launches in ophthalmology

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