Abstract
Cutting Edge Information has developed this study to research pharmaceutical
market segmentation and how companies use it to their advantage.
Pharmaceutical Market Segmentation examines market segmentation budgets,
structures, staffing, strategies and implementation to teach you how enact new
or improve existing segmentation plans. From leadership to spending to sales
team implementation, this report details some of the industry' s top companies'
segmentation strategies.
Cutting Edge Information' s report Pharmaceutical Market Segmentation analyzes
market segmentation metrics and strategies from some of the industry' s top
companies to provide all the steps necessary to improve market segmentation
and offer purchasers benchmarks for excellence.
The report makes its case with market segmentation metrics and techniques in
three chapters:
- Market Segmentation Budgets, Structure and Staffing - Details brand-level
overall market segmentation budgets, as well as physician and consumer
segmentation spending. Also examines participants' market segmentation
structures and staffing.
- Market Segmentation Strategy - Examines the various techniques for
segmenting markets and provides real companies' rankings for and reactions to
each technique.
- Implementing and Reviewing Market Segmentation Strategies - Explains how
top companies convey segmentation strategy and importance to their sales
forces. Explores how these same companies ensure that they have the full
buy-in of the sales force and that segmentation is working. Finally, the
chapter discusses how often and in what way companies review their
segmentation strategies after a product is launched.
Charts and Graphics
EXECUTIVE SUMMARY
- Figure E.1: Self-Grading Overall Segmentation Performance
- Figure E.2: Average Product' s Market Segmentation Budget
- Figure E.3: Top Spenders' Average Product' s Market Segmentation Budgets
- Figure E.4: Grading Segmentation Techniques
- Figure E.5: Grading Behavioral Segmentation
- Figure E.6: Annual Reviews and Changes to Segmentation Strategies
MARKET SEGMENTATION BUDGETS, STRUCTURES AND STAFFING
Brand Market Segmentation Budgets
- Figure 1.1: Average Products' Market Segmentation Budgets
- Figure 1.2: Percent of Average Brands' Budgets Earmarked for Physician
Segmentation
- Figure 1.3: Average Products' Physician Segmentation Budgets
- Figure 1.4: Percent of Physician Segmentation Budgets Spent on Outsourced
Activities
- Figure 1.5: Average Products' Consumer Segmentation Budgets
- Figure 1.6: Company D' s Market Segmentation Budgeting Process
- Figure 1.7: Company F' s Market Segmentation Budgeting Process
- Figure 1.8: Company I' s Market Segmentation Budgeting Process
- Figure 1.9: Percent of Total Segmentation Project Time Spent on Each Step
- Figure 1.10: Percent of Spending by Segmentation Project Step
- Figure 1.11: Outsourcing by Project Step
- Figure 1.12: Outsourcing for Questionnaire Development
- Figure 1.13: Outsourcing for Data Collection
- Figure 1.14: Outsourcing for Data Cleansing
- Figure 1.15: Outsourcing for Data Analysis
- Figure 1.16: Outsourcing for Segmenting Customer Groups
- Figure 1.17: Outsourcing for Segmentation Implementation
Market Segmentation Structure
- Table 1.1: Brand Level Market Segmentation Leadership
- Table 1.2: Market Segmentation Task Responsibilities
- Figure 1.18: Outsourcing Percentage by Project Step
- Figure 1.19: Company D' s Market Segmentation Process: Setting Strategy
- Figure 1.20: Company D' s Market Segmentation Process: Performing the Work
- Figure 1.21: Company D' s Market Segmentation Process: Final Approval
- Figure 1.22: Company D: Communicating Segmentation to the Sales Force
- Figure 1.23: Company L' s Market Segmentation Process
- Figure 1.24: Company F' s New Product Market Segmentation Process
- Figure 1.25: Company F' s In-Line Product Market Segmentation Process
- Figure 1.26: Average FTEs in Each Major Department Dedicated to Market
Segmentation
Market Segmentation Staffing
- Figure 1.27: Brand Team FTEs Dedicated to Market Segmentation
- Figure 1.28: Market Research FTEs Dedicated to Market Segmentation
- Figure 1.29: Sales FTEs Dedicated to Market Segmentation
- Figure 1.30: Consumer Marketing FTEs Dedicated to Market Segmentation
- Figure 1.31: Company B FTEs Dedicated to Market Segmentation
- Figure 1.32: Company E FTEs Dedicated to Market Segmentation
- Figure 1.33: Company F FTEs Dedicated to Market Segmentation
Small Pharma/Biotech Market Segmentation Budget and Structure Snapshot
- Figure 1.34: Small Pharma/Biotech Average Brands' Overall Market
Segmentation Budgets
- Figure 1.35: Small Pharma/Biotech Average Brands' Physician Segmentation
Budgets
- Table 1.3: Small Pharma/Biotech Brand Level Market Segmentation Leadership
- Table 1.4: Small Pharma/Biotech Market Segmentation Task Responsibilities
European Market Segmentation Budget and Structure Snapshot
- Figure 1.36: European Average Brands' Overall Market Segmentation Budgets
- Figure 1.37: European Average Brands' Physician Segmentation Budgets
- Table 1.5: European Brand Level Market Segmentation Leadership
- Table 1.6: European Market Segmentation Task Responsibilities
MARKET SEGMENTATION STRATEGIES
Methods of Market Segmentation
- Figure 2.1: Usage by Segmentation Type
- Figure 2.2: Grading Segmentation Techniques
- Figure 2.3: Grading Behavioral Segmentation
- Figure 2.4: Grading Attitudinal Segmentation
- Figure 2.5: Grading Volumetric Segmentation
- Figure 2.6: Grading Psychographic Segmentation
- Figure 2.7: Grading Demographic Segmentation
- Figure 2.8: Grading Geographic Segmentation
- Figure 2.9: Grading Longitudinal Segmentation
Timing Market Segmentation
- Figure 2.10: Self-Grading of Overall Segmentation Performance
The Future of Market Segmentation
- Table 2.1: Latent Class Segmentation Versus Traditional Methods
Small Pharma/Biotech Market Segmentation Methodology Snapshot
- Figure 2.11: Small Pharma/Biotech Companies' Usage of Segmentation Methods
- Figure 2.12: Small Pharma/Biotechs' Grading of Segmentation Techniques
European Market Segmentation Methodology Snapshot
- Figure 2.13: European Companies' Usage by Segmentation Method
- Figure 2.14: European Companies' Grading of Segmentation Techniques
IMPLEMENTING AND REVIEWING MARKET SEGMENTATION STRATEGIES
Implementing Physician Segmentation
- Figure 3.1: Company D: Communicating Segmentation to the Sales Force
- Figure 3.2: Company F: Market Research Sells Segmentation
- Figure 3.3: Company I: Trickle-Down Introduction
- Figure 3.4: Company U: Sales Force Preparation in the 12 Months Before
Launch
- Figure 3.5: New Rep Training
- Figure 3.6: Existing Rep Training
- Figure 3.7: Average Number of Physician Segments Created
Reviewing Market Segmentation
- Figure 3.8: Times Market Segmentation Reviewed per Year
