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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Multichannel Marketing Can Help Make or Break Your Customer Experience

Posted by Ankush Gupta on Mon, May 08, 2017

The biopharmaceutical industry isn’t the only one that faces challenges in crafting a positive customer experience. I recently contacted two investment firms regarding potential investment opportunities. During the initial call with each company, I shared my key requirements: my desired minimum return, a quick turnaround time for making my investments (within a month), and my communication preferences (email and text only). 


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Why Building Customized Engagement Strategies for Integrated Payer-Provider Networks Is a Smart Long-Term Investment

Posted by Paul Darling on Wed, Jun 01, 2016

My colleagues and I recently have written about how pharmaceutical and medical products and services companies need to understand payers and provider systems in the context of their local healthcare markets when developing commercial strategies. An acute example of this dynamic are the integrated payer-provider networks (IPPNs), which comprise both a self-administered insurance plan and provider facilities. These networks have become increasingly popular across the United States, with healthcare provider organizations launching or acquiring insurance plans. 


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