Optimizing Physician

Engagement Strategy with

Decision Journey Mapping

For many years sales representatives, advisory boards, and brochures have been the gold
standard in communication between pharma companies and physicians. However, digital is
dramatically changing how people consume information and it is not limited to the consumer
world. SKIM global research shows B2B decision-makers are 60-70% of the way through their
journey before they engage with sales reps. It is key for pharma companies to rethink their
digital strategies to engage physicians. It starts with a foundational understanding of physician
decision journeys.

SKIM Decision Journey Mapping helps pharma brands

uncover insights to inform a cohesive physician
engagement strategy:

›› Granular insights of HCP touchpoints

and content expectations by different
journey lenses (e.g. triggers and
segments)

›› Connecting the dots between digital,

traditional media and sales force
against HCP decision journeys

›› Informing a personalized HCP

engagement strategy
 SKIM’s Approach
SKIM applies our decision journey framework to help clients focus on the journey lenses that would be most impactful and put

touchpoint patterns in context. By leveraging in the moment mobile qualitative research platforms, we help clients get a step

closer to the understanding of unconscious media exposure and behaviours . Using our interactive visual touchpoint mapping

tool, we are able to provide a robust, holistic and quantitative analysis of physician decision journeys.

Kick-Off Alignment Workshop

›› Kick-off workshop with cross-functional stakeholders

(brand managers, marketing intelligence)

Phase 1: Explore, Define, & Inform

›› Exploratory HCP interviews to assess knowledge gaps, identify

elements of the journey and optimize the research instruments

Realign & Design

›› Realignment session with key stakeholders

Phase 2: Deep Dive Qual & Quant

›› Decision journey mapping quantitative study across all of the subgroups of interest

›› Concurrently, an observational deep dive into mobile/online journey at key channels

Insight Socialization & Activation

›› SKIM dissects findings into bite-size visually-engaging infographics

›› SKIM works closely with core client team to conduct multiple interim share-outs

About SKIM
SKIM is a global insights agency helping leading companies thrive by understanding decision-making. To stay ahead today, it’s

critical to know how decisions are made and how the changing environment influences decisions for consumers, healthcare

and B2B professionals. We combine decision-behavior know-how with analytical rigor, a thorough understanding of marketing

challenges, and innovative research techniques. The result? Practical recommendations you can use to propel your business

forward, online and offline.

With 9 offices in Europe, US, Latin America and Asia, and 150+ enthusiastic SKIMmers ready to help

crack your business case today, how can we team up with you today?

skimgroup.com