Strategic Customer Value Segmentation
Situation | Offering Benefits
- Today's healthcare environment is characterised by a diverse set of stakeholders that increasingly influence decision making around prescriptions, reimbursement or drug approval. Consequently, there is a need to systematically assess the value of this diverse stakeholder universe in order to optimize the allocation of scarcer promotional resources.
- Many pharmaceutical companies have over time developed robust segmentation approaches – but these have been focused on one customer group only: the prescribers.
- Traditional segmentation approaches by definition fall short of accurately reflecting the importance of the new non-prescribing influencers in the healthcare market.
- Executive Insight has developed a pragmatic model that expands traditional segmentation approaches to address these new stakeholders in the healthcare environment. We combine economic value-based segmentation with a strategic value perspective that will enable you to make smarter targeting decisions.
- Coherently identify high-value prescribers, and non-prescribers, across the healthcare network
- Better targeting of customers, especially in light of scarcer promotional budgets
- Offers a solid basis for defining relevant value propositions for your best customers
- Approach can be combined with your existing value based segmentation