Needs-based segmentation: principles and practice

Kathryn Greengrove

While the principles of needs or benefit-based market segmentation have been long established, its potential value as a route to a stronger market understanding and ultimately competitive advantage has been largely untapped in pharmaceutical marketing research, with internal process rather than market focus driving market understanding.
  

Needs-Based Segmentation: Principles and Practice

Kathryn GreengroveGlaxo Smith Kline

Facing new challenges?

The global pharmaceutical market has historically enjoyed double-digit growth with sales in the leading 13 markets increasing by 11% in 2001 (10% in 2000 and 9% in 1999) (Darbourne 2002). Analysis of this impressive growth might suggest that current approaches to market understanding have been effective. However, in the past it has been the science that has driven the business. Growth has come from innovation in the treatment of disease, i.e. new treatments for currently untreatable disease or significant improvement in existing treatments.

Innovation slowing...

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