Understand how developing personas and engagement scoring from available demographic and behavioral data, with a focus on motivations, needs, and other factors help provide a better overall picture of what persuades physicians to action (such as joining/renewing, purchasing a product, or utilizing a member service). See how these concepts can be combined to strategically segment audiences, identify and target priority groups, and produce more effective messaging that resonates with both current and potential members.

Educational Objectives and/or Takeaways:

• Outline possible differentiator(s) for their market/audience personas
• Understand the process of developing engagement scores
• Understand how personas and engagement scoring can be utilized together to develop more personalized messaging