OBJECTIVES The research aimed to develop an attitudinal based, payer segmentation approach to explore payers’ attitudes and behaviours towards the managed entry of novel agents in the anticoagulation area in the healthcare systems of countries within the EU. The segmentation exercise explored payers’ drivers, motivations, barriers and limitations when assessing, endorsing or restricting new agents. METHODS Qualitative in-depth telephone interviews were conducted to explore payers’ views, along with perceived challenges relating to the entry of novel class of anticoagulation agents. Followed by a quantitative data collection and advanced statistical analysis methodology was employed with regional and local payers in each of the researched markets to define the segmentation according to attitudes and beliefs relevant to the therapy area RESULTS Quantitative segmentation identified key distinct segments of payers displaying unique attitudes and beliefs towards entry of the novel class of anticoagulation agents. The segmentation approach identified key differentiating factors between segments, allowing full profiling of each group. Payers’ underlying values were explored with a view to gain insight to what is important to them as individuals as well as decision makers, what motivates them and what restricts them CONCLUSIONS Findings from this research were utilized to prioritise targeting of payer segments. In addition, communication and messaging strategies were optimised for these payer groups. Subsequently a post-project feedback workshop with the pharmaceutical client was conducted. The poster will discuss how the research was used by the pharmaceutical client and the benefits of this strategic tool to the brand team