Pharmaceutical Market Segmentation: Spending, Strategy and Implementation

Published by: Cutting Edge Information

Published: Jun. 1, 2006 - 132 Pages

Table of Contents

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

Abstract

• 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.

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