The State of Art in Market Segmentation in Healthcare

Howard Ziment
Ziment
John Tapper
Ziment

Introduction

The need to segment markets in the healthcare business has never been greater. Increased competition, consolidation, and a growing ability to quickly create copycats of blockbuster products have intensified what was already cut-throat competition. The growth of DTC and DTP promotion has magnified the need to target, and therefore spend, more efficiently.