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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