ADA used Consumer Profiler Insights to Understand Consumer Attitudes, Preferred Platforms, and Segmentation for a Vaccine Rollout
Segmentation
We built actionable consumer segments by life stage, concerns, and behaviours, prioritising rollout cohorts, sizing the market opportunity per segment, and defining tailored engagement plans for the segments that matter most.
Consumer attitudes
We mapped public awareness, consideration, motivations, and barriers around the disease and its vaccine so our client could immediately sharpen messaging, targeting, and rollout decisions.
Engagement platforms
We designed the engagement approach to promote dengue vaccination: closing the awareness gap, directly addressing hesitancy, and improving conversion from interest to intent.
The client is one of the largest players in pharmaceutical industry with a global footprint in more than 45 countries and over 49,000 employees. The company is on constant pursuit of potentially life-changing treatments for patients, and recently introduced a new dengue vaccine.
The client faced challenges in introducing the vaccines to the right target group without understanding who should be their key target audiences and what should be the key platforms to reach out to them.
ADA’s consumer profiler insights helped client to prioritize who is their key consumer target segment to reach out to for its vaccine rollout via profiling of different groups of consumers based on different geographical areas with high dengue risk. The profiling attributes include:
· Demographics – Age group, affluence level, household with or without kids, etc.
· Online interests – Gaming, social, communication, etc.
· Places of interests – Entertainment, accommodation, education, commercial, etc.
