The secret to carrying out qualitative segmentation of your patients
Turn your prescribers into Journalists, a unique and highly effective Role Play!
In real life, segmenting a clientele means dividing them up according to specific criteria to then form groups of individuals that are as homogeneous as possible.
Hence, a market segment is a group whose individuals that compose it present similar characteristics and are likely to respond in a relatively similar way to a sales proposal.
The objective of segmentation is to identify the differences (between segments) and similarities (within a same segment) with regard to clientele attitude (existing or potential) so as to take decisions and undertake marketing actions.
In Healthcare Market Research, we make use of projective techniques to carry out qualitative segmentation. One of these techniques is to turn prescribers into journalists. Thus, they have to imagine they are standing outside a hospital, and are looking for a representative panel of patients for a TV program. Physicians are brought together in Focus Groups and are asked to build up these profiles, perform segmentation and provide arguments.