Pharma customers segmentation do you know your doctor
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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.
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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