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Taking Control - how to take real control of your segmentation and targeting |
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We’ve discussed how taking control of your targeting, and not relying on an outside organisation to tell you where to focus your resource can be achieved. So, ask yourself, what do I need to do differently to make my next targeting initiative more effective? Start with some of the following questions: · Who or what is my target audience – are they GPs, practice nurses, secondary care specialists, accounts, or a mixture of several categories? · What does the ideal target customer looks like, in terms of business criteria? · What information do I need to be able to place a value on this customer or customer group? · Do I have all the information and where is it? · What other information do I need to obtain, and where could I get it in the most cost effective way? · Do I need to involve the salesforce in gathering information, and how can I ensure that this is reliably done? · How does all this come together to properly define a customer level value, based on opportunity (potential) and likelihood (propensity) to prescribe? · What should the segments be and how will we use them? · What do I expect my salesforce to achieve through better targeting - what are my ROI measures and how will I report and publish the success story? Julian Snape is director and co-founder of eVantage Consulting Ltd, a productivity and effectiveness consultancy focusing on providing innovative segmentation and targeting solutions to the pharmaceutical and healthcare industries. More information can be found by contacting him on 0777 6161578, or emailing him at julian.snape@evantageconsulting.co.uk. |
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. Questions or comments? E-mail us at info@evantageconsulting.co.uk |
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“A high quality company, entirely focused on delivering a high quality solution. Great work.” John Clouter, Commercial Manager A. Menarini S.R.L. |
