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

sales-analytics-icon2

Customer Segments

Actionable customer segments based on needs, behaviors and attitudes​

sales-analytics-icon3

Actionable Insights

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

sales-analytics-icon4

Increased Engagement

Personalized marketing strategy targeting each customer segment​

sales-analytics-icon5

Standardized Business Process

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

sales-analytics-icon6

Collaboration & Transparency

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

sales-analytics-icon7

Reduction in Cost

Efficient deployment of resources​

Customer Success Stories

Explore How Axtria Helps Life Sciences Businesses Achieve Commercial Success.

Impact of tele-detailing - Marketing ROI Analytics
Impact Of Tele-Detailing On Brand Sales Surges

A spurt in sales, post a marketing campaign, may not be the sole result of that marketing campaign. Various other factors could have contributed to that surge. Some of it would hav ...

Influencing Physician Propensity To Prescribe
Expand Market Share With Right Customer Targeting

Companies often rely on a myriad of promotional activities to increase prescription rates by carefully communicating the derived patient health benefits and treatment outcomes. ...

Marketing ROI with DataMAx
Increasing Marketing ROI By 10% Enabled With AI/ML-Driven Insights

Read this illustration to know how Axtria built an AI/ML-powered marketing Data Lake for a global healthcare company. This Data Lake empowered business users to explore and analyz ...