Market
Segmentation provides the foundation for a
variety of analyses that will ultimately enable
clients to deploy their promotional resources in
a cost effective manner that also provides a
competitive advantage.
By using
physician or account level data, HPRŽ identifies
not only their therapeutic class potential but
also unique physician or account segments based
on similar prescribing or purchasing behaviors.
This segmentation supports analyses and modeling
for promotion resource allocation, targeting,
message development and forecasting. HPRŽ can
also link identified segments to primary market
research to identify attitudinal differences and
estimate future prescribing patterns.
HPRŽ has
employed a number of segmentation approaches,
including:
