Presentation Abstract

Our research shows that information-seeking behavior is a significant predictor of future action, brand choice, early adoption, and decision-making. There are identifiable segments of information-seeking behavior – for instance – segments with high digital and social media usage, segments that consistently use multiple sources, and segments that never look for information outside of their doctor’s office. Understanding and leveraging these differences in information-seeking behavior should be an important part of your brand strategy and communications plan.

We will present three information-seeking segment templates, each requiring a different communication strategy and use real world pharmaceutical examples to discuss how they can be used to maximize brand impact:   

1. Passive, non-information-seeker – doctor-reliant for all information and advice 
2. Traditional information-seeker – reads publications, uses WebMD, talks to their doctor, seeks advice from doctor, friends and family, is influenced by others, may read blogs but does not post. This segment is changing because of the impact of Facebook. 
3. Extreme information-seeker – always online, blogs, posts blogs, leads support group(s), social media user, an influencer, challenges their doctor, drives word of mouth

We will discuss four key aspects that drive segmentation and why they are important: 

1. Level of engagement/intensity of information-seeking 
2. Sources/channels of information 
3. Perceived value of sources/channels 
4. Frequency of use

Attendees will walk away from this session with:

• A new way of leveraging information-seeking behavior to drive your brand communication strategy
• Examples of three segments of information-seeking behavior to use as beginning templates 
• Best practices for developing information-seeking segment-specific communication strategies  

Speaker Biographies

Currently, Jarod Ricci supports launch products within the Inflammation business at Pfizer Specialty Care. Previous to Pfizer, Jarod led research efforts in development of social media and multi-channel marketing at Merck & Co. Additionally, Jarod has held positions in finance and manufacturing. He holds an M.B.A. from Carnegie Mellon University and a B.S. in Engineering from Pennsylvania State University.

Mike Mabey has extensive marketing and market research experience in industries including pharmaceuticals, healthcare, and electric and gas utilities. His experience, focused on strategy and competition, includes pricing, decision pathway modeling, new product development, message development and testing, positioning, key opinion influencers and segmentation studies. He has authored and co-authored more than a dozen articles published in pharmaceutical, market research, utility, and legal management publications. Mike received his M.B.A. from Emory University’s Goizueta Business School.