Segmentation, Pediatrician

Segmentation was completed in collaboration with a market strategy research firm. Quantitative research and qualitative interviews were conducted with hundreds of members of the company's target audience, pediatricians. The information collected was used to narrow down three personas of the target most likely to recommend the company's product line. Results were then used to develop a marketing campaign which was executed by sales and marketing in targeting, print, digital, web, and trade show efforts.