https://vimeo.com/653694787/6ac6a9d2aa

In the analysis step we aim to:

• Build a tailored story for each persona based on their role and desired change in behaviour
• Identify the optimal channel mix for each segment based on the segment channel preferences and importance (economic value) for the company

NOTE: How do Personas and Segments fit together?

A particular Customer will be delivered the tailored messages in a tailored sequence based on their persona and while the number of interactions and the delivery channels would be given by their Segment.

The Analysis Step has 3 subsections:

1. Patient Centric Tab - where we select the right objectives and messages for each personas starting analysing the personas role and change required for each Strategic Driver
2. Customer Centric Tab - where the system automatically consolidates all the elements and messages defined and selected in the previous view to display the the full picture of how we want that type of customer to change and what is the overall story we need to deliver to them
3. Engagement Simulation Tab - where different potential frequencies per channel for each Segment and identify the optimal frequency mix per segment based on channel weights, channel conversion rate and channel unit cost

Patient Centric Tab

In this part of the analysis we need:

• For each Strategic Driver to identify and assign the personas that can influence the achievement of that driver
• Within each Strategic Driver and for each Persona assign:
  • Role of the persona in addressing the Strategic Driver
  • Current Beliefs and Behaviours
  • Desired Beliefs and Behaviours
  • Relevant messages to be communicated in to effect the desired change

Theory Insert

The essence of Marketing and Sales is to drive the desired change in behaviours in the target group that will ultimately lead to fulfilling the Strategic Drivers. Therefore selecting and tailoring the right messages for a Persona needs to start from how we want the to change their behaviours.

                                                                   Strategic driver section

Left hand side of the Persona - Strategic Driver analysis

In the textboxes for Role, Current and Desired we need to fill in the appropriate description.

For the current and desired states we should also select a numeric value representing where they are or should get to in the change journey. In the scale the maximum number represents the beliefs and behaviours that are fully aligned with the strategic driver. For example if the Strategic Driver were increasing product adoption, then a 5 (max) would represent the Advocate level of adoption.