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

Paul Kraus

For pharmaceutical and medical products manufacturers, identifying and targeting the most receptive customers is more critical than ever. While customer segmentation has long been considered an important tool to achieve this, traditional methods have often fallen short in helping companies identify the best targets and take effective action.

A more focused and practical approach known as "objective-based" segmentation can provide healthcare companies with segments that are both highly relevant for product strategy and more readily implemented by the organization as a whole.

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