Pharmaceutical Market Segmentation: Spending, Strategy and Implementation

Charts and Graphics

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