Aspirational Segmentation

Pharmaceutical marketers have long sought tools that take into account the emotional drivers that lead to prescribing behavior. We developed a qualitative interviewing technique called Aspirational Segmentation to identify these drivers and to understand how they impact prescribing decisions. By understanding physician motivations and goals, Aspirational Segmentation can improve our ability to predict prescribing behavior and support the emotive elements of brand messaging and development. This approach can be incorporated into any RG+A product.