In the rapidly evolving healthcare landscape, delivering the right message to the right healthcare professional (HCP) at the right time has become more critical than ever. For years, omnichannel strategies have often leaned on broad, persona-based planning to guide content development and communication with HCPs. However, as expectations grow for tailored, precise messaging, persona-based approaches are increasingly showing their limitations. The future lies in data-driven audience segmentation that offers far more nuanced insights into individual HCPs’ needs, behaviors, and preferences.

The Case for Audience Segmentation Over Personas