International Customer Targeting and Segmentation: How to Establish the Right Process for Your Organization

Posted by Simon Stirrup on Mon, Aug 21, 2017

This blog post is the second in a three-part series on why biopharmaceutical companies should develop and implement an international customer segmentation and targeting strategy, what it takes to get started, and how one company has found success. 

In the first post in this series, we looked at the challenges inherent in translating a philosophy of customer engagement into a practical approach to segmentation and targeting that works at the global level. In this installment, we’ll examine the ways in which an organization can address these challenges and implement an international process for customer segmentation and targeting that enables the right activities to be delivered to the right customers at the right time.


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Let’s Get Personal: How to Become an ‘Experience-First’ Company

Posted by Prasad Adavadkar on Wed, May 10, 2017

"No man ever steps in the same river twice, for it's not the same river and he's not the same man."

The quote by the Greek philosopher Heraclitus applies perfectly to marketing in today’s digital world, where hyper-personalization efforts at millisecond intervals are important to delivering engaging customer experiences and meeting the customer “in the moment.” Digital disruption is creating a mandate for every company, including those in life sciences, to transform into an “experience-first” company.


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How to Start Optimizing the Customer Experience Using Customer Engagement Journeys

Posted by Pete Mehr on Tue, Jan 03, 2017

In an attempt to optimize the customer experience, many pharmaceutical companies today have developed tactics and content to engage their customers through a variety of channels, like email, telesales, mobile alerts, videos, etc. Typically, these tactics are deployed to market as soon as the medical and legal teams approve them. The objective is to capture the ROI from each tactic as quickly as possible. This approach often leads to tactics being deployed to customers in an uncoordinated fashion, producing a sub-optimal customer experience. 


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