Resource Optimiser

Classifying customers into differential segments according to their true value is central to successful selling. Produce real competitive advantage by using a Resource Optimiser segmentation and the resulting target lists

Our segmentation & targeting services are provided by the product Resource Optimiser. A typical segmentation project would involve producing two major outputs:

  - a customer segmentation for use by marketing

  - a linked target list for use by the salesforce

This is not to say that the two could not be one and the same or that a simple target list for the salesforce could be not be produced in isolation.

When developing a segmentation we introduce a whole set of processes that ensure that segmentation and targeting are ongoing and become an integral part of the organisation's activities. Our projects identify target customers through a set of measurable characteristics that can then be used to define and classify groups of customers. These characteristics are not defined by us - we would work with you to define them through an iterative process of elimination to produce a core set. Some of the factors included are listed below:

1. - Opportunity to prescribe

2. - Future likelihood to either increase prescribing or begin prescribing - this is subtly and significantly different to just studying historical prescribing of your own products using third party, whether that be at sales brick, implied practice or implied GP level.

3. - Attitudinal data - if required we can integrate research that can provide a guide for messaging and channel tactics.

We can also work with you to design implementation reports to allow you to track the ongoing success and accuracy of the segmentation once in place.

Each segmentation is unique to you. The uniqueness lies in our ability to objectively put together numerous and disparate data sources, both internal and external, into clear, cohesive and relevant information.

Often this can be achieved in remarkably short and cost effective timescales.