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Adapting to a New Environment: Emerging Segmentation Practice in the Pharmaceutical Industry

January 2012 | 43 pages | ID: ADC946009ABEN
FirstWord

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“If you’re not talking segmentation, then you’re not talking marketing.”

While German-born, American economist Theodore Levitt made the remark in 1960, his words carry weight even today—if not moreso.

Where market segmentation in the pharmaceutical industry once meant responding to the distinct needs of an accessible, homogenous group of patients dealing with the same disease or condition, today it means much more.

FirstWord Dossier’s ExpertViews research finds segmentation now encompasses not only patients, payers and prescribers, but commercial and technological conditions, too. The result? A richly complex and highly sophisticated evolution of principles into a highly adaptable practice.

Report Overview

In Adapting to a New Environment: Emerging Segmentation Practice in the Pharmaceutical Industry, FirstWord Dossier washes away muddy thinking about what market segmentation is by offering a clear and succinct definition. It delves into how it has become a complex and highly evolved practice that dismisses a single ‘best practice’ approach and allows for company-by-company ‘best practice for us’. The report, based on five case studies and insight from a leading consultancy, identifies the drivers behind this development, as well as the tangible and intangible lessons to be learned. In addition, the report examines the barriers to implementation, how to overcome them and looks into the future of sustainable competitive practice.

Key Report Features
  • Five case studies representing different geographies and therapy areas
  • First hand insight into the experiences of a leading consultancy
  • Full explanation of market segmentation and its link to sustainable competitive advantage
  • Discussion of how segmentation practice is context-specific, with insight into how that can be applied strategically
Key Benefits
  • Overview of the changes to market segmentation in pharmaceutical companies
  • Insight into the move away from ‘best practice’ to ‘best practice for us’
  • Step-by-step recommendations on developing and adapting a practical segmentation approach
Key Questions Answered
  • What are the drivers for market segmentation practices?
  • What are the current practices and possible future developments?
  • Are there barriers to implementing market segmentation and what are they?
  • What lessons have been learned from old models and current adaptations?
Who Would Benefit From This Report?
  • Key account and territory managers
  • Marketing, brand and sales managers
  • Business development executives
  • Territory managers
  • Marketing research and business intelligence managers
  • Product category marketing managers

EXECUTIVE SUMMARY

METHODOLOGY AND THE CASE STUDY COMPANIES

INTRODUCTION: THE CONCEPT OF SEGMENTATION

What is “Market Segmentation”?
When is market segmentation important?
How is market segmentation linked to marketing effectiveness?

RESEARCH FINDINGS

The evolution of strategic segmentation
The variation in segmentation practice
The relevance of market context to strategic segmentation practice
The emergence of multi-dimensional strategic segmentation
The implementation of strategic segmentation
Barriers to strategic segmentation

DISCUSSION AND RECOMMENDATIONS FOR PRACTICE


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