Pharma customers segmentation do you know your doctor
•
13 j'aime•5,900 vues
90% of the marketing pharmaceutical is spent on doctors, this is a lot of money, I guess this is enough to make us at least slightly curious to get a closer look on the targeted doctors and understand how can they be segmented properly... to lock in your target and aim right.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Pharma customers segmentation do you know your doctor
Similaire à Pharma customers segmentation do you know your doctor (20)
Dernier
Dernier (20)
Pharma customers segmentation do you know your doctor
- 2. First things first: How much does it take to persuade prescribing doctors?
- 3. The Short ANSWER is A LOT
- 5. Expenditure By Type Of Pharmaceutical Marketing $ 15 Billion Detailing (face to face sales and promotional activities) $ 5.7 billion Samples (free medication provided to physicians) $ 3.1 billion Samples (free medication provided to physicians) $ 2.1 billion Educational & promotional meetings Promotional mailing $1.2 billion Clinical trials: $ 130 million Advertisements (print): $ 90 million
- 7. THIS IS A LOT OF MONEY So, do you really know your doctor?
- 9. Let’s segment our customers based on a two criteria model? Shall we?
- 12. INNOVATION Potentiality High Low High Low Dreamers Talents Astronauts Truckers Librarians CUSTOMER SEGMENTATION Based on Two Criterion Model
- 15. TEND TO GO FOR NEW TRENDS IN MANAGEMENT WITH HIGH EXPERIENCE AVERAGE EXPERIENCE– NOT INVOLVED IN LECTURES BUT CAN BE DEVELOPED – CAN AFFECT LOCAL COLLEAGUES High INNOVATION Medium potentiality
- 16. DREAMERS High INNOVATION Low Potentiality Tend to go for new trends in management with high experience University Doctors – Less daily practice
- 17. • Old style management. • Mostly use first generations of medications as cornerstone • Resist change and tend to stick to well known classes of medication Low INNOVATION High Potentiality
- 18. Librarians Low INNOVATION Low Potentiality • Less routine practice • Don’t seek updates • No interest in activities
- 20. Innovators 2.5% Early adopters 13.5% Early majority 34% Late majority 34% Laggards 16%
- 21. • Understanding and segmenting the targeted customers based on that model will allow better preparation. • Stronger implementation. • Better results upon performance measurement.
- 22. Resources: • Combined data of customer segmentation models. • Field Data- Middle East Market. Prepared by: Sarah Fouad sarahahmedfouad@gmail.com