Using physicians to provide a patient needs based segmentation

This paper describes how to segment a patient market for pharmaceutical products “through the eyes of physicians.” Using an innovative card sorting technique, physicians can rate emotional, clinical and lifestyle-related needs of a group of real patients.

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...