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Targeting Pharmaceutical Customers through Market Segmentation

      
      

Features:
 15 Info Graphics
 2 Data Graphics
 2 Metrics
 9 Narratives
 46 Best Practices

Pages: 75

Delivery Format: Shipped


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Targeting Pharmaceutical Customers through Market Segmentation

ID: SM-128

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Drive demand with world-class segmentation research methods that create new paths to customers. Best Practices, LLC undertook this benchmarking project focusing on market segmentation in order to identify the world-class marketing capabilities that will drive demand and market growth. With this benchmarking research, managers and executives can review, evaluate and adapt the most effective and innovative segmentation strategies and practices that other top pharmaceutical manufacturers have successfully implemented.
Industries Profiled:
Pharmaceutical; Biotech; Health Care

Companies Profiled:
A Leading Pharmaceutical Company; Sanofi-aventis; AstraZeneca; GlaxoSmithKline; Novartis; Pfizer; Schering-Plough

Study Snapshot

Best Practices, LLC undertook this benchmarking project focusing on market segmentation in order to identify the world-class marketing capabilities that will drive demand and market growth. With this benchmarking research, managers and executives can review, evaluate and adapt the most effective and innovative segmentation strategies and practices that other top pharmaceutical manufacturers have successfully implemented. Readers will also develop a deeper understanding of leading drug companies’ organizational and team structures, resource allocation, research tools and methodologies that support their segmentation strategy development and implementation.

The insights and best practices showcased in this study are distilled from in-depth interviews with top executives who have extensive experience in market segmentation. Senior marketing management at benchmark partner companies have begun to see market segmentation as a new tool to drive market growth. In short, segmentation strategies are growth strategies! Benchmark partners describe the benefits of their market segmentation initiatives as a cascade of successes that build upon one another. Market segmentation enables pharmaceutical companies to:

  • effectively identify unmet medical needs in the marketplace,
  • create new pathways to customers,
  • develop well-differentiated, commercially-focused product/service offerings,
  • tailor marketing communications to different audiences,
  • focus sales targeting efforts,
  • coordinate product/service delivery channels,
  • maximize lifetime value of product innovation,
  • improve customer service and loyalty, and
  • optimize resource allocation.

Key Findings

Through our research, Best Practices, LLC analysts have identified five key operational areas that form the foundation of superior market segmentation systems. These operational areas have been used to organize benchmark interview insights and findings: 1. Strategy and Structure
2. Segmentation Research Methods 
3. Resource Allocation
4. Implementation Planning & Support
5. Continuous Improvement

When these five areas are coordinated as an integrated system, they create a useful model for effective ongoing market segmentation management. 

Table of Contents


Executive Summary
· Project Background
· Project Methodology
· Benchmark Class
· Project Findings
· Report Structure and Organization
· Next Steps
· Process Map 

Best Practices in Pharmaceutical Market segmentation
· Strategy & Structure 
· Segmentation Research Method 
· Resource Allocation 
· Implementation Support 
· Continuous Improvement

Appendix A
· Market Segmentation Benchmark Presentation Slides 

Appendix B
· Multi-Industry Review of Market Segmentation


List of Charts & Exhibits

Integrated System for Market Segmentation Management
Best Practices in Market Segmentation
Penetrating Non-Traditional Segments
Physician Types
Budget Snapshots
Headcount Snapshots
Implementation Support
Table of Contents
Project Goals & Background
The Benchmark Class
Top 5 Lessons Learned
Strategy and Structure
Penetrating Non-Traditional Segments
Penetrating Traditional Segments
Penetrating New Growth Niches
Segmentation Throughout Product Lifecycle
Cross-Functional Team Structure
Team Snapshots
Implementation Support
Resource Allocation
Headcount Snapshots
Budget Snapshots
Segmentation Research Methods
Multi-Dimensional Segmentation
Segment Mapping By Response Pattern
Key Success Factors
Sales Targeting Prioritization Matrix

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