Identify your targets and increase profitability
Developing a solid process of profiling, segmentation and targeting is extremely challenging for a number of reasons. Data is normally non-existant and needs to be collected during the project with the support of the field-force. Moreover, a powerful segmentation tool is required to manage different data sources and high volumes of information, and strong expertise is essential to ensure the plan is executed successfully.
Combat the main pitfalls associated with profiling, segmentation and targeting
Accurate segmentation lays the foundation for your success
Lack of information
Often, carrying out a project is difficult due to a lack of accurate information. The challenge is to use the available information wisely and avoid rubbish in, rubbish out.
Accurate sales force information
A robust data collection process is required: a user-friendly questionnaire with correctly-worded questions and answers, a trial run with a group of reps, a training session for the sales force and several audits of the data to guarantee the quality and quantity of data
Data integration
Huge volumes of data coming from different sources must be integrated and used to accurately score and segment each physician for each product. The challenge is to achieve a seamless integration
Develop a strong tool to support the process
The ideal tool should be customized to the situation of the company, its portfolio, strategy and data situation. It should allow quick updates, and changes in strategy or products
Adapt to new market trends
Implementing a segmentation based solely on sales potential and adoption is not sufficient. Other factors such as how open doctors are to new digital channels, any access restrictions in their health centers, KOL mapping and behavior profiles must also be taken into consideration
Aligning the whole organization and securing buy-in among the sales force
The sales and marketing teams must be fully aligned on the segmentation strategy. The sales force must see this initiative as a powerful tool to help them sell more
What LECA brings to the table
A commitment to treat every project as unique. Each problem requires a tailor-made solution, and we will not cut corners when creating the right one
Consultants with many years of experience in segmentation and targeting working with products in different lifecycle stages and organizations with complex and big sales models, and that have successfully implemented these projects in several countries with different market dynamics
Powerful tools and methodologies for specials cases such as complex and multiple portfolios, or different healthcare systems
Deep understanding of the data sources available in the market and strong analytical capabilities