Let’s Think Differently About Segmentation

This is something for everyone who needs to think more deeply about their market.

Not long ago we were talking to a healthcare client market researcher about a possible segmentation. We were wondering, what kind of segmentation they wanted? “Just the usual slicing and dicing” was the reply.

Even for a classical attitudinal segmentation, there is perhaps a bit more to it than that, but we got the general idea. It raises the question should we always approach market segmentation the same way? We think not.

Join us to look at alternatives – some quicker and less costly, some that work in very small target universes, what works in chronic diseases or acute diseases, and for HCPs and patients.

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