International Customer Segmentation and Targeting: An Implementation Case Study

Posted by Didier Chicheportiche on Wed, Dec 13, 2017

Simon Stirrup co-wrote this blog post with Didier Chicheportiche

This blog post is the final in a three-part series on why pharmaceutical 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 overcoming common pitfalls.

In the first post in this series, we looked at the challenges inherent in translating a philosophy of customer engagement into a practical segmentation and targeting approach that works at the global level. In the second post in this series, we shared best practices for building and implementing an international strategy that enables the right activities to be delivered to the right customers at the right time. In this installment, we’ll look at how one company successfully harmonized its tools and processes to enable a consistent—but also flexible—sales management strategy across global markets.


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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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International Customer Segmentation and Targeting: Opportunities and Challenges

Posted by Iain Fratter on Mon, Jun 12, 2017

This blog post is the first 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. 

With high shareholder expectations, biopharmaceutical companies must focus on customer experience through stronger international customer segmentation and targeting in order to deliver sustainable competitive advantage. The problem? These companies compete amid complex markets and organizational tensions that can hold back commercial transformation. 


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