Market Mapping & Segmentation

• Developing a clear market definition
• Understanding patient flow
• Different approaches to segmentation
• Assessing competitive advantage
• Defining the optimal approach to segmentation
• Assessing future environmental & competitor impact
• Identifying winning opportunities
• Approaches to targeting
• Implementation considerations

• Understand how to uncover and evaluate opportunities for your product
• Develop and implement an assessment of the future impact of the environment on identified opportunities: Political, Economic, Technological and Social (PEST) analysis
• Understand segmentation for competitive advantage and when to use it in a pharmaceutical context
• Understand how to evaluate your competitive advantage and those of your major competitors
• Use these principles and analyses to be able to initiate Competitive Strategy Development for the Marketing Plan

It would be expected that after attendance at the “Market Mapping and Segmentation” Module delegates would have an in-depth understanding of the principles and processes of Market Mapping and Segmentation and how to implement them.