How it works

Segmentation grounded in the jobs-to-be-done framework links prescriber motivations with treatment decisions

JTBD Segmentation™ Here’s how it works:

We begin by conducting a quick survey to understand the persistent functional, emotional, and social needs that motivate treatment decisions for HCPs and/or patients.

Following this, live qualitative research (IDIs and mini-groups) dives deeper into understanding how these needs shape decision-making. IDIs and mini-groups explore the specific “jobs” that participants are trying to complete through treatment—such as symptom relief, better quality of life, or social integration—and how these ladder up to distinct customer profiles

JTBD Segmentation™ allows us to link customer profiles with the specific needs a treatment can address for them, with clear implications for future engagement and messaging

What it is

A framework that identifies the core "jobs" that patients and/or HCPs are trying to accomplish, not just the clinical outcomes. It segments based on motivating factors—the functional, emotional, and social needs that guide treatment decisions.

How it came about

Grounded in the JTBD theory of innovation, this approach is adapted for healthcare to identify the motivations behind treatment choices. Developed through iterative testing, it provides actionable segmentation aligned with patient and provider goals.

What it does

  • Defines the functional, emotional, and social “jobs” driving behaviors.
  • Helps brands understand what patients/ HCPs are trying to achieve with their choices.
  • Aligns product messaging and solutions to the desired outcomes.

Why it works

  • Accounts for all dimensions of decision-making, not just the clinical, by integrating functional, emotional, and social aspects.
  • Delivers clear recommendations for tailored customer outreach and engagement
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