Incite Marketing Planning: Fragile Balance: Behaviour Change and its impact on osteoporosis treatment

This article explains how AgNovos, a medical devices company, used segmentation and targeting to engage with the patients.

Incite Marketing Planning: Fragile Balance: Behaviour Change and its impact on osteoporosis treatment

Incite Marketing Planning

Summary

Reflecting the growing partnership between the patient and physician, understanding the patient/physician interaction and how it varies by patient type is becoming increasingly important in healthcare.

AgNovos Healthcare is a new medical devices company with a focus on bone health diseases, including osteoporosis. AgNovos faces the fundamental challenge of driving engagement in a novel treatment for a disease that has an engagement problem. To be successful, it needed to identify sub-populations that were most open both to engaging in osteoporosis management and to...

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