Imagine waking up on a Monday morning and finding a playlist of songs that perfectly suits your mood and preferences. You listen to some familiar tunes that you love and discover some new artists. You feel happy, energized, and ready to start your day. This is not a fantasy, but a reality for millions of Spotify users who enjoy the personalized playlists that the audio streaming service creates for them every week. How does Spotify do this? By diving customers into groups based on their listening habits, interests and needs.

In today’s fast evolving world, customers have high expectations of the value companies provide. Customer value is particularly important in pharma companies because they operate in a highly competitive and regulated environment, where customers have diverse and complex needs, and where the quality of customer experience can have a significant impact on health outcomes.

In healthcare, customers are not homogeneous. They have very different preferences, behaviors, and attitudes. For example, within a same pathology, a patient suffering from stage I melanoma with symptoms only in the outer layer of the skin will require lighter treatment & follow-up than a stage III melanoma where symptoms may include swollen lymph nodes or unexplained pain. Pharma companies need to understand and address the specific needs and pain points of each of these customer groups.

But what are the key parameters that pharma companies need to consider to best segment these customer groups?

How can they create a process that is both technically feasible and simple enough for their teams to adopt?

How can they keep this segmentation up-to-date overtime?

 

  • Life Sciences Paper - Segmentation evolution: Adapting to changing customer behavior
    Life Sciences Paper - Segmentation evolution: Adapting to changing customer behavior 4.83 MB Download

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