Using physicians to provide a patient needs-based segmentation
How to obtain a physician perspective on patient needs
Kelly Sterk Eli Lilly & Company
Introduction
Patient segmentation is the first step in building a foundation for marketing and selling prescription pharmaceutical products in the Lilly portfolio. Developing a sound patient segmentation framework is key to understanding what differentiation opportunities exist for a new drug. Now, more than ever, drugs need to be developed that meet the specific needs of a...