{"id":203842,"date":"2022-06-29T10:00:00","date_gmt":"2022-06-29T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203842"},"modified":"2023-04-11T11:59:17","modified_gmt":"2023-04-11T09:59:17","slug":"mastering-market-segmentation-in-pharma","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/pharma-challenges\/mastering-market-segmentation-in-pharma\/","title":{"rendered":"Mastering Market Segmentation in Pharma"},"content":{"rendered":"\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"348\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation.jpg?resize=800%2C348&#038;ssl=1\" alt=\"Mastering Market Segmentation\" class=\"wp-image-203847\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?resize=1024%2C446&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?resize=300%2C131&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?resize=768%2C334&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?resize=1536%2C669&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?resize=2048%2C892&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Mastering market segmentation in pharma<\/strong><\/h2>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"h-best-practices-to-increase-reach-and-engagement\" style=\"font-size:38px\"><strong>Best practices to increase reach and engagement<\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In essence pharma marketing targets several kinds of audiences within its market range, including patients, <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">healthcare professionals (HCP)<\/a><\/strong>, and other decision-makers. So, segmentation is mandatory to better serve both ends.<\/p>\n\n\n\n<p>Following specific criteria to <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/time-to-take-the-lead-technology-vs-life-sciences\/\" target=\"_blank\" rel=\"noreferrer noopener\">aggregate data pointers<\/a><\/strong>, pharma marketers can sort the prospects and customer segments to tailor the message. Furthermore, personalizing the interactions and creating high-value campaigns that are fit to size.<\/p>\n\n\n\n<p>For the most part, it&#8217;s the general consideration that pharma market segmentation revolves around 4 major categories: demographic, psychographic, behavioral, and geographic. Through this division, a suited and targeted approach can be pursued for each segment with higher chances of resonating with the audience\u2019s needs and expectations.<\/p>\n\n\n\n<p>With personalized and added-value interactions, <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharma companies<\/a><\/strong> can differentiate themselves. While developing relationships and nurturing prospects and customers through seamless experiences that match their journey touchpoints.&nbsp;<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Divide to conquer: Market segmentation process<\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" width=\"800\" height=\"496\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-1.jpg?resize=800%2C496&#038;ssl=1\" alt=\"Mastering Market Segmentation\" class=\"wp-image-203849\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-1.jpg?w=912&amp;ssl=1 912w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-1.jpg?resize=300%2C186&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-1.jpg?resize=768%2C477&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For both B2C and D2C audiences, <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/why-pharma-needs-to-become-customer-centric-right-away\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharma companies<\/a><\/strong> must:<\/p>\n\n\n\n<ul><li>Identify unmet audience needs;<\/li><li>Develop products\/ solutions; and<\/li><li><strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/4-changes-in-customers-buyers-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">Use marketing activities<\/a><\/strong> to promote them successfully through added-value campaigns.&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>All with the aim of targeting high-level accounts and prospects with the highest probability of revenue.&nbsp;<\/p>\n\n\n\n<p>The process begins with understanding which are the biggest consumers of the product in the D2C audience. Who is going to use\/ prescribe to the B2C audience? Who is going to evaluate the real implementation? Generally speaking, all the dimensions of the segments must be considered including, organizations&#8217; sectors, job roles, and potential revenue probabilities. So as to better identify the most valuable segments to <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/time-to-take-the-lead-technology-vs-life-sciences\/\" target=\"_blank\" rel=\"noreferrer noopener\">target in the campaign<\/a><\/strong>.<\/p>\n\n\n\n<p>On the whole, understanding and having data-driven knowledge from past interactions with existing customers is a good starting point to set the right direction for a productive and <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">accurate segmentation<\/a><\/strong>. On the whole, the buyer personas must resonate with the targets through customer-related team inputs combined with data-driven insights.&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong><em>Did you know that marketers who use video content grow revenue 49% faster than non-video users <\/em><\/strong><em>(<strong>WordStream<\/strong>)<\/em><strong><em>?! Don\u2019t be left behind and start sharing snackable 90 seconds <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em> videos with your HCP today!<\/em><\/strong><\/p><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The categories must consider all relevant and decisive details, sub-dividing themselves into smaller segments that don\u2019t overlap, enabling the future performance measurement and analysis is effective in the long run with room for <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">ongoing optimization<\/a><\/strong>.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Geographics<\/strong><\/td><td><strong>Demographics<\/strong><\/td><td><strong>Psychographics<\/strong><\/td><td><strong>Behavioral<\/strong><\/td><\/tr><tr><td>Country<\/td><td>Age<\/td><td>Lifestyle<\/td><td>Benefits search<\/td><\/tr><tr><td>City<\/td><td>Gender<\/td><td>Activity<\/td><td>Purchase <\/td><\/tr><tr><td>Density <\/td><td>Income<\/td><td>Interest <\/td><td>Usage <\/td><\/tr><tr><td>Language<\/td><td>Education<\/td><td>Opinion<\/td><td>Intent<\/td><\/tr><tr><td>Climate<\/td><td>Social status <\/td><td>Concerns<\/td><td>Occasion <\/td><\/tr><tr><td>Area<\/td><td>Family <\/td><td>Personality <\/td><td>Buyer stage <\/td><\/tr><tr><td>Population<\/td><td>Life stage<\/td><td>Values<\/td><td>User status <\/td><\/tr><tr><td><\/td><td>Occupation <\/td><td>Attitudes <\/td><td>Lifecycle stage <\/td><\/tr><tr><td><\/td><td><\/td><td><\/td><td>Engagement <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In addition, knowing what pain points to address, which needs are unmet and the solutions offered, enables a clear vision of the type of segment. While establishing differentiation from the competition. <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/2022-pharma-tech-trends-whats-new\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pharma teams<\/a><\/strong> must look further in detail to identify the perfect fit for the organization in the short and long term.<\/p>\n\n\n\n<p>Also, an essential practice is to acknowledge which are the audience\u2019s preferences and behaviors. This helps identify the channels to communicate through and media type to use when creating added-value personalized content. So, pharma research-based segments have to be durable, not created based on guesses or short-term trends, for <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing activities<\/a><\/strong> and tactics to work.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong><em>Did you know that email is HCP&#8217;s favorite<\/em><\/strong> communication channel and video is their favorite<strong><em> content type?! Start adding value to your email marketing <a href=\"https:\/\/www.linkedin.com\/company\/9358437\/\" target=\"_blank\" rel=\"noreferrer noopener\">campaigns<\/a> today with our snackable <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em> videos!<\/em><\/strong><\/p><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" width=\"800\" height=\"582\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-2.jpg?resize=800%2C582&#038;ssl=1\" alt=\"Mastering Market Segmentation\" class=\"wp-image-203850\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-2.jpg?w=904&amp;ssl=1 904w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-2.jpg?resize=300%2C218&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-2.jpg?resize=768%2C559&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Tech innovation: Attitudinal research<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/2022-pharma-tech-trends-whats-new\/\" target=\"_blank\" rel=\"noreferrer noopener\">Technological advances<\/a><\/strong> made new tools available. Overall this (combined with the traditional research-based market segmentation) can enhance the pharma teams\u2019 outreach and effective audience engagement.&nbsp;<\/p>\n\n\n\n<p>By taking advantage of Machine Learning, the attitudinal approach mixes old and new empowered by big data collection. Not only that, but also act upon insights to better understand the targets, <strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/4-changes-in-customers-buyers-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">their journey<\/a><\/strong> touchpoints, and tailor the interactions.<\/p>\n\n\n\n<p>Enabling the traditional model efforts optimization, the mixed framework used in attitudinal segmentation can help identify opportunities that were not visible before. All through segments\u2019 extrapolation based on secondary data from the whole universe of pharma\u2019s audience to unravel individual motivations and best-suited targets.<\/p>\n\n\n\n<p>Furthermore, with machine learning usage and <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">predictive insights collection<\/a><\/strong>, pharma companies can identify faster the high-value accounts for each product. Increasing, consequently, effective engagement through hyper-personalized messaging with fit-to-size added value content and at the same time discovering new opportunities.<\/p>\n\n\n\n<p>All things considered, <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharma teams<\/a><\/strong> can focus their efforts and attention on prospects and customers that really wish to engage with them. Rather than wasting time and resources in attempting to connect with targets that aren\u2019t suited for the campaign\/product\/stage.<\/p>\n\n\n\n<p>In the long run, to validate the predictions and continuously <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimize the engagement model<\/a><\/strong>, typing tools based on machine learning can be integrated into the post-launch performance measurement strategy. This is used during interactions and for market research purposes.&nbsp;<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>The takeaway<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>All in all, collaboration and data are the key elements for a sustainable, long-term, cost-effective market segmentation in pharma companies.&nbsp;<\/p>\n\n\n\n<p>In short, all customer-related teams&#8217; efforts and expertise must be combined to achieve a 360\u00ba understanding of the prospects&#8217; and customers&#8217; pain points. As shown above, this can be done by using the data to narrow down the segments that add value to the business.<\/p>\n\n\n\n<p>Embracing an agile targeted <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/time-to-take-the-lead-technology-vs-life-sciences\/\" target=\"_blank\" rel=\"noreferrer noopener\">research-based marketing strategy<\/a><\/strong> that is data-driven, enables continuous improvement. Such helps to further tailor and match segments, products, and stages.<\/p>\n\n\n\n<p>In conclusion, measuring the performance is crucial to understand if the predictions enabled by adding <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/2022-pharma-tech-trends-whats-new\/\" target=\"_blank\" rel=\"noreferrer noopener\">machine learning<\/a><\/strong> to the tech stack used were accurate. Also to get valuable insights for future interactions.<\/p>\n\n\n\n<p>Overall, with the aid of these predictive insights, pharma teams can identify more rapidly the high-value segments\/accounts and successfully engage through hyper-personalized messaging. In essence, this can be enhanced with fit-to-size added-value content that will enable new business opportunities.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-hand-picked-related-content\" style=\"font-size:28px\">Hand-picked related content: <\/h5>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/2022-pharma-tech-trends-whats-new\/\">2022 Pharma Tech Trends: What&#8217;s New?<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/patient-journey\/\">Patient Journey and How to Use it for Pharma Marketing <\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/the-blue-ocean-strategy-in-the-pharmaceutical-industry\/\">The Blue Ocean Strategy in the Pharmaceutical Industry<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mastering market segmentation in pharma Best practices to increase reach and engagement In essence pharma marketing targets several kinds of audiences within its market range, including patients, healthcare professionals (HCP), and other decision-makers. So, segmentation is mandatory to better serve both ends. Following specific criteria to aggregate data pointers, pharma marketers can sort the prospects [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":203847,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[3558,3552,3560,3557],"tags":[3640,3642,3638,3639,3641],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mastering Market Segmentation in Pharma<\/title>\n<meta name=\"description\" content=\"...pharma market segmentation revolves around 4 major categories: demographic, psychographic, behavioral, and geographic.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/mastering-market-segmentation-in-pharma\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Mastering Market Segmentation in Pharma\" \/>\n<meta name=\"twitter:description\" content=\"...pharma market segmentation revolves around 4 major categories: demographic, psychographic, behavioral, and geographic.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Mastering-Market-Segmentation-scaled.jpg?fit=2560%2C1114&ssl=1\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"N\u00e1dia Marques\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" 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