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Segmentation & Targeting (S&T)

Expanding promotion channels, evolving customer dynamics, and restricted access to physicians has made personalized promotion opportunities critical to increasing brand affinity and driving customer experience. In the face of changing marketing realities, pharma customer engagement strategy must hit the bull’s eye, each time. ​

Axtria’s data-driven S&T frameworks can help identify high-potential customer segments, capture the most relevant channels for interacting with them, and speak their language with hyper-targeted messaging. Backed by our team of domain experts and data scientists with a deep understanding of pharma across therapy areas, we can lift our client’s promotion effectiveness to maximize sales impact. ​

Key Considerations for an Optimized S&T Strategy

  • Distinct segments

    Each segment must be distinct and homogenous and must respond similarly a market stimulus

  • Reachable through intervention

    Customers in each segment must be reachable by a market intervention

  • Evidence-based approach

    S&T should be evidence-based; leveraging all available data

  • Unique attributes accounted for

    Must account for unique attributes of the market, including market structure, competitive situation, and marketing channels

  • Buy-in

    Achieve buy-in from key stakeholders and commitment to act on the insights

Key Benefits

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Customer Segments

Actionable customer segments based on needs, behaviors and attitudes​

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Actionable Insights

Insights such as segments to enter or exit, and the ones with the greatest value potential

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Increased Engagement

Personalized marketing strategy targeting each customer segment​

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Standardized Business Process

Faster go-to-market with flexibility across markets and brands​

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Collaboration & Transparency

Global one-view of strategy and tactics to ensure consistency and scale

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Reduction in Cost

Efficient deployment of resources​

Customer Success Stories

Explore How Axtria Helps Life Sciences Businesses Achieve Commercial Success.

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