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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How to Boost Customer Engagement With AI-Driven Dynamic Channel Orchestration

Posted by Omer Hancer on Mon, Nov 06, 2017

Ankush Gupta co-wrote this blog post with Omer Hancer.

With sales and marketing teams functioning in silos, pharmaceutical companies are targeting the same customer with multiple, uncoordinated campaigns, leading to healthcare professionals hearing different or even inconsistent messages from various channels within the same organization, sometimes on the same day.  


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Conducting the Sales Symphony: How the ‘Orchestrator’ Rep Addresses a Restricted-Access Multichannel World

Posted by Saby Mitra on Tue, Jan 13, 2015

Physician access for pharmaceutical sales reps continues to erode. According to the 2014 edition of ZS’s AccessMonitorTM report, access is in some way restricted for almost half of U.S. physicians, compared with 23% in 2009. More interesting are the changes in rep access by specialty: While oncologists and cardiologists have always imposed severe access restrictions, physicians in formerly “rep-friendly” specialties such as dermatology and gastroenterology are now becoming more difficult to see.


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Creating KPIs That Mean Something

Posted by Pete Mehr on Thu, Jul 17, 2014

How do you know if you’re successful? Well, if you are a student, a key performance indicator (KPI) is your grade point average. If you are a hockey goalie, it’s your goals against average. If you are a sales rep, it’s your sales relative to quota. But if you are a marketer, what KPI do you use?


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