Traditional Market Segmentation is not Sufficient.
To reach the moment of truth, when a physician makes a brand choice, marketers must show which patients a product is best suited for, and which physicians will most likely treat that patient. But this two-dimensional segment definition is not sufficient.
Segmentation is at least 3-dimensional. In addition to identifying which patient for which physician, it is critical to understand the economic motivations of the target audience, based on what type of health care system and what access environment they participate in.
At Collective Acumen we help you define meaningful and actionable 3-dimensional segments in advance of every research project and for every brand strategy.
Why segment in 3-Dimensions?
- Finally understand why seemingly similar physicians treat seemingly similar patients in very different ways
- Enhance product development and commercialization decisions with a more detailed market map
- Improve targeting through a more complete customer portrait