Abstract:

The authors argue that the need to segment markets in the healthcare business has never been greater. In their constant struggle to find new, more powerful sales and marketing techniques, pharmaceutical marketers have seriously turned their attention to one to the most tried-and-true marketing approaches: segmentation marketing. This paper outlines the challenges and some of the best practices involved with segmentation marketing in the hope that these frameworks and procedures will gain wider acceptance in the pharmaceutical marketing community, and help improve the quality of targeting work conducted industry-wide.