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Market segmentation

Market segmentation. Market definition . In pharmaceutical industry we can define markets by Buyer (adult, children ,elderly, women) Product (aspirin, Tylenol, ibuprofen) Formulations (tablet, pill, syrup, injectables ) Patient diagnosis (infections, syndromes …etc).

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Market segmentation

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  1. Market segmentation

  2. Market definition • In pharmaceutical industry we can define markets by • Buyer (adult, children ,elderly, women) • Product (aspirin, Tylenol, ibuprofen) • Formulations (tablet, pill, syrup, injectables) • Patient diagnosis (infections, syndromes …etc)

  3. The concept of market segmentation

  4. Reasons for seeking segmentation • Pharmaceutical market stakeholders are not homogenous in their wants and needs • Pharmaceutical companies are unable to target mass undifferentiated markets in many countries

  5. Benefits of pharmaceutical market segmentation • Designing optimal product/market matches • Proper market segmentation • Effective advertising media allocation • Identifying the most appropriate distribution channels ,and exploiting neglected segments.

  6. Segmentation method

  7. Successful segmentation • Pharmaceutical marketers should only focus their marketing efforts and resources on market segments with the following characteristics

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