In pharmaceutical industry we can define markets by
1. Buyer (adult, children ,elderly, women)2. Product (aspirin, Tylenol, ibuprofen)3. Formulations (tablet, pill, syrup,
injectables)4. Patient diagnosis (infections, syndromes …
etc)
Market definition
Reasons for seeking segmentation1. Pharmaceutical market stakeholders are
not homogenous in their wants and needs2. Pharmaceutical companies are unable to
target mass undifferentiated markets in many countries
1. Designing optimal product/market matches2. Proper market segmentation3. Effective advertising media allocation4. Identifying the most appropriate
distribution channels ,and exploiting neglected segments.
Benefits of pharmaceutical market segmentation
Pharmaceutical marketers should only focus their marketing efforts and resources on market segments with the following characteristics
Successful segmentation