Know your customer. This is the initial step to any successful marketing or sales campaign and plan. One way to know your audience/customer better is by creating a buyer persona for each customer type. Here are a few that I created for RxBenefits and were the result of extensive research and numerous interviews with internal stakeholders and subject matter experts. These are currently in use by RxBenefits Sales and Marketing Departments for training, reference, and onboarding of new hires. 

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