Pharmaceutical Marketing That Works: Segmentation

Paul Kraus
Paul Kraus,


ZS White Paper – Focus Is Fundamental: Using Objective-Based Segmentation to Identify, Target and Influence Your Most Valuable Customers

In this new white paper, ZS Principal Paul Kraus addresses "objective-based" segmentation, a new approach that promises to overcome issues with traditional segmentation. The paper outlines how focused analytic techniques can segment pharmaceutical customers in a way that best predicts their likelihood to use a product.


Mazen Zahlan
Mazen Zahlan,


ZS Video – Why is Segmentation Important in Pharmaceutical Marketing?

In this video, ZS Principal Mazen Zahlan talks about the importance of pharmaceutical segmentation and the three most important elements of segmentation success.

An accompanying ZS Interview with Mazen shows how segmentation can create competitive advantages.