market segmentation of pharmacy customers
Post on 11-Jan-2017
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MARKET SEGMENTATION
David Holdford, RPh, MS, PhDProfessor, School of PharmacyVirginia Commonwealth University
Trying to please everyone pleases no one
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LEARNING OBJECTIVESDefine market segmentation, targeting, and positioning
Discuss the purpose of market segmentation
List characteristics of desirable market segments
Describe ways in which pharmacists can segment their markets, and give examples of each
Suggest several ways in which practicing pharmacists can conduct market research
Discuss the steps involved in segmenting markets
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SEGMENTING= Diabetes
Dividing populations up based upon differences and forming smaller subgroups which are most attractive and able to be served most effectively.
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POSITIONING
…with a unique marketing mix that establishes a clear image of your positioning strategy in the minds of patients.
SEGMENTATION IS ONLY USEFUL IF IT HELPS OFFER SOME COMPETITIVE ADVANTAGE
THE CHALLENGE IS TO DETERMINE WHICH CUSTOMER SEGMENTS ARE USEFUL AND DESIRABLE
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1. Identifiable
2. Accessible
to your product & messaging
3. Sizable enough to be worth your efforts
4. Responsive to your targeted
marketing mix
DESIRABLE MARKET SEGMENTS
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SELECTING SEGMENTATION VARIABLES
Through experience and intuition
By adopting the ideas of others
By analyzing customer data
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Empirical: Segmenting customers guided by practical experience & observation
Pharmacist: “I noticed that women are willing to spend more time talking with me about their medications as men.”
Pharmacist: “I read that patients can be divided into the following groups, Disciples, Medical Buffs, Naturalists, Immortals, & Fatalists. That make sense to me. I am going to see if I can identify which of my customers fall into these categories.”
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Hypothesis Driven: Segmenting customers guided by collecting & analyzing data
Pharmacist: “I analyzed my patient medication refill records and classified them all into 3 categories: (1) never adherent, (2) sometime adherent, and (3) always adherent. I am going to target my motivational interviewing efforts on the sometime adherent group and see if I can improve their rates.”
Pharmacist: “I conducted a focus group on reasons that patients might use MTM services. I identified a patient segment to target: those who were unaware of MTM but willing and able to learn about it.”
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1. DEMO/GEOGRAPHIC SEGMENTATION
Age
Gender
Race
Income
Social Class
Education
Health Insurance
Job
Residence
Place of birth
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2. PSYCHOGRAPHIC SEGMENTATION
Personality (e.g., conservative, control freak)
Lifestyle (e.g., soccer moms, cocooners)
Values (e.g., self respect)
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Behavioral Segmentation
Usage (e.g., heavy, medium, light)
Occasion (e.g., major/minor illnesses, home or vacation, self or family member)
User status and loyalty (e.g., first time, repeat)
Potential behavior (e.g., readiness-to-act)
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Willingness to Adopt Innovations
EarlyAdopters Laggards
EarlyMajority
LateMajority
AverageRate of Adoption
Early Rate of Adoption
Late Rate of Adoption
OpinionLeaders
Innovators
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Special Cases of Behavioral Segmentation in Health Care
Case Management –
TARGETING HEAVY USERS OF SERVICES
Disease Management –
TARGETING PEOPLE WITH COSTLY DISEASES
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Benefits SegmentationQuality Buyers – best w/o regard to cost
Service Buyers – personal caring & service
Value Buyers – best value for the money. Quality should match price.
Economy Buyers – cheapest alternative which will minimize cost.
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Hypothesis Driven: Segmenting customers based upon an application of the scientific method
Express Scripts segmented patients into the groups based on data analysis
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Usefulness of Segmentation Methods for Average PharmacistSegmentation Method
Empirical Driven
Hypothesis Driven
Demographic X XGeographic X XPsychographic XBehavioral X XBenefits X X
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USING SEGMENTATION IN PRACTICE1. Identify key market segments within your practice.
2. Learn as much as you can about the segments in which you are interested.
3. Describe a typical person (i.e., persona) in a market segment.
4. Determine the desirability of each segment.
5. Select those segments on which you wish to focus and create a written plan for each segment.
6. Establish a budget for each segment.
7. Develop measures for the success of targeting efforts (e.g., sales volume, number of repeat visits).
8. Choose a future date when you will reassess your marketing efforts.
RESEARCHING THE MARKET
Talk with patients Invite a group of patients to chat Conduct surveysReadUse the Internet Mine patient data files Observe how customers shop Test market ideas
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ConclusionSegmentation is fundamental to the marketing
process but…
People do not always fall into neat segments.
Those that do, often act differently from others in their segment.
Segmentation is only a tool. Never stop observing, questioning.
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