Using a 360° view of customers for segmentation
Sushant Khandelwal, Ashwin Mathias · Journal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing · 2011
The pharmaceutical industry is faced with a challenging business environment, a changing marketplace, and evolving customer landscape. Sales and marketing are developing new novel methods to segment customers, and develop sales and marketing strategies to improve sales and profitability. A 360° view of customers built by integrating multiple data sources can serve as a foundation for effective segmentation which can aid marketing and sales strategy and tactics to better target and win customers, and drive sales and profits. A 360° view of customers brings traditionally disconnected dimensions or attributes of customers together in a way that allows marketers to create segments based on seemingly unrelated aspects and develop unique insights.