Traditional market segmentation based on factors such as purchasing power, hospital type or patient population does not suffice to compete effectively in current market conditions. Thus the established theory of sales and marketing segment management is coming under question.
Moreover, while in the past it was easy to understand the power pyramid within an organisation, the purchasing relationships have moved horizontally. Many aspects hitherto unthought-of come into play. Patients have also gained considerable power which is translated on demand for better products and/or specific products.
All this has transformed the customer’s behaviour and non-clinical aspects which traditionally had no place in the company –customer relationship are now being considered.
While HBS utilises proven methodologies such as cluster analysis and CHAID for example, we can help you to think outside the box when segmenting your customers and help you unlock new opportunities.