Segmentation

Market segmentation—a long with target marketing and product positioning—in these markets form the foundations of strategic marketing.  It is well understood that the healthcare industry is a complicated one, consisting of large and diverse markets.  Segmentation research hones in on unique needs and preferences.  It uncovers the core constructs that drive prescribing and user behavior.

When Does Segmentation Make Sense

• Strategic Planning :  Understand the market as a whole to determine the appropriate and meaningful product positioning.
• Marketing Mix :  Design and implement different marketing programs by segment.
• Message Development :  Determine the appropriate message strategy by understanding the different approaches and attitudes toward patient treatment.
• Resource Allocation :  Shape and prioritize resources by segments' value to the business.

The G & S Research Advantage

We know that segmentation studies are a large investment for your brand.  You need to do it right the first time.

Rather than use a prepackaged program, G & S Research develops the approach specific to your business.  Other research providers often make the mistake of speculating on an analytics technique.  They do this prior to having the insight that the data provides and do not focus on how the data will be implemented. We believe that the analysis method should be dictated by both data collected and how it will be used.

What to Expect

In conducting a segmentation study, G & S Research invests significant time and resources to help you realize the constructs behind the need for information.  We work with you to gather the necessary data (e.g. qualitative, secondary, etc.) to develop the research instruments. 

After receiving the data, we will debrief your team with topline results. This phase is crucial to gain these internal clients' buy-in and understanding of the program.  G & S Research will assist you in educating your marketing, sales, and/or strategic management teams on the data's implications and proposed methodology.

Given the green light, we interpret and finalize our solution. We then proceed with profiling, segment naming, and the implementation of your program.

Tools to Maximize Selling Efforts

The value of your segmentation study is largely driven by its usefulness and ease of implementation.  To this end, G & S Research is dedicated to execution strategy.  We can assist you in sales training, management presentations, working with third-party agencies, follow-up consultation, and more.