Delivering on Segmentation's Promise: Guiding Principles for Pharmaceutical Segmentation

Mazen Zahlan

Long a primary tool for sales and marketing organizations, physician segmentation can increase pharmaceutical companies’ understanding of customers and their needs through structured analysis of motivations and behaviors, as well as marketing preferences.

Leveraged properly, this customer insight increases brand profitability through effective and efficient marketing.

However, despite the history and ubiquity of market segmentation, organizations frequently fail to capture or agree on the key factors influencing customers, and how those factors vary across the market. This paper outlines four guiding principles that will help sales and marketing teams develop and use segmentation to succeed.

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