Overview

Companies

Metrics

Content

Purchase

 

EXECUTIVE SUMMARY
Figure E.1: Self-Grading Overall Segmentation Performance..............9
Figure E.2: Average Product’s Market Segmentation Budget..............17
Figure E.3: Top Spenders’ Average Product’s Market Segmentation Budgets..............17
Figure E.4: Grading Segmentation Techniques..............19
Figure E.5: Grading Behavioral Segmentation..............19
Figure E.6: Annual Reviews and Changes to Segmentation Strategies..............22

 

MARKET SEGMENTATION BUDGETS, STRUCTURES AND STAFFING

Brand Market Segmentation Budgets
Figure 1.1: Average Products’ Market Segmentation Budgets..............28
Figure 1.2: Percent of Average Brands’ Budgets Earmarked for Physician Segmentation..............29
Figure 1.3: Average Products’ Physician Segmentation Budgets..............31
Figure 1.4: Percent of Physician Segmentation Budgets Spent on Outsourced Activities..............31
Figure 1.5: Average Products’ Consumer Segmentation Budgets..............32
Figure 1.6: Company D’s Market Segmentation Budgeting Process..............33
Figure 1.7: Company F’s Market Segmentation Budgeting Process..............34
Figure 1.8: Company I’s Market Segmentation Budgeting Process..............35
Figure 1.9: Percent of Total Segmentation Project Time Spent on Each Step..............36
Figure 1.10: Percent of Spending by Segmentation Project Step..............37
Figure 1.11: Outsourcing by Project Step..............38
Figure 1.12: Outsourcing for Questionnaire Development..............39
Figure 1.13: Outsourcing for Data Collection..............39
Figure 1.14: Outsourcing for Data Cleansing..............40
Figure 1.15: Outsourcing for Data Analysis..............40
Figure 1.16: Outsourcing for Segmenting Customer Groups..............41
Figure 1.17: Outsourcing for Segmentation Implementation..............41

Market Segmentation Structure
Table 1.1: Brand Level Market Segmentation Leadership..............43
Table 1.2: Market Segmentation Task Responsibilities..............44
Figure 1.18: Outsourcing Percentage by Project Step..............45
Figure 1.19: Company D’s Market Segmentation Process: Setting Strategy..............47
Figure 1.20: Company D’s Market Segmentation Process: Performing the Work..............47
Figure 1.21: Company D’s Market Segmentation Process: Final Approval..............48
Figure 1.22: Company D: Communicating Segmentation to the Sales Force..............49
Figure 1.23: Company L’s Market Segmentation Process..............50
Figure 1.24: Company F’s New Product Market Segmentation Process..............52
Figure 1.25: Company F’s In-Line Product Market Segmentation Process..............53
Figure 1.26: Average FTEs in Each Major Department Dedicated to Market
Segmentation..............55

Market Segmentation Staffing
Figure 1.27: Brand Team FTEs Dedicated to Market Segmentation..............57
Figure 1.28: Market Research FTEs Dedicated to Market Segmentation..............57
Figure 1.29: Sales FTEs Dedicated to Market Segmentation..............58
Figure 1.30: Consumer Marketing FTEs Dedicated to Market Segmentation..............59
Figure 1.31: Company B FTEs Dedicated to Market Segmentation..............61
Figure 1.32: Company E FTEs Dedicated to Market Segmentation..............61
Figure 1.33: Company F FTEs Dedicated to Market Segmentation..............62

Small Pharma/Biotech Market Segmentation Budget and Structure Snapshot
Figure 1.34: Small Pharma/Biotech Average Brands’ Overall Market..............65

Segmentation Budgets
Figure 1.35: Small Pharma/Biotech Average Brands’ Physician Segmentation Budgets..............65
Table 1.3: Small Pharma/Biotech Brand Level Market Segmentation Leadership..............67
Table 1.4: Small Pharma/Biotech Market Segmentation Task Responsibilities..............67

European Market Segmentation Budget and Structure Snapshot
Figure 1.36: European Average Brands’ Overall Market Segmentation Budgets..............69
Figure 1.37: European Average Brands’ Physician Segmentation Budgets..............69
Table 1.5: European Brand Level Market Segmentation Leadership..............70
Table 1.6: European Market Segmentation Task Responsibilities..............71

 

MARKET SEGMENTATION STRATEGIES

Methods of Market Segmentation
Figure 2.1: Usage by Segmentation Type..............76
Figure 2.2: Grading Segmentation Techniques..............77
Figure 2.3: Grading Behavioral Segmentation..............78
Figure 2.4: Grading Attitudinal Segmentation..............80
Figure 2.5: Grading Volumetric Segmentation..............84
Figure 2.6: Grading Psychographic Segmentation..............86
Figure 2.7: Grading Demographic Segmentation..............88
Figure 2.8: Grading Geographic Segmentation..............90
Figure 2.9: Grading Longitudinal Segmentation..............93

Timing Market Segmentation
Figure 2.10: Self-Grading of Overall Segmentation Performance..............97

The Future of Market Segmentation
Table 2.1: Latent Class Segmentation Versus Traditional Methods..............101

Small Pharma/Biotech Market Segmentation Methodology Snapshot
Figure 2.11: Small Pharma/Biotech Companies’ Usage of Segmentation Methods..............105
Figure 2.12: Small Pharma/Biotechs’ Grading of Segmentation Techniques..............106

European Market Segmentation Methodology Snapshot
Figure 2.13: European Companies’ Usage by Segmentation Method..............108
Figure 2.14: European Companies’ Grading of Segmentation Techniques..............109

 

IMPLEMENTING AND REVIEWING MARKET SEGMENTATION STRATEGIES

Implementing Physician Segmentation
Figure 3.1: Company D: Communicating Segmentation to the Sales Force..............114
Figure 3.2: Company F: Market Research Sells Segmentation..............115
Figure 3.3: Company I: Trickle-Down Introduction..............116
Figure 3.4: Company U: Sales Force Preparation in the 12 Months Before Launch..............117
Figure 3.5: New Rep Training..............118
Figure 3.6: Existing Rep Training..............119
Figure 3.7: Average Number of Physician Segments Created..............121

Reviewing Market Segmentation
Figure 3.8: Times Market Segmentation Reviewed per Year..............126