Segmentation

Segmentation allows you to identify homogenous groups of prescribers and/or patients that are readily identifiable and stable over time. Once a meaningful segmentation is achieved, you can identify high and low potential segments and define and implement an appropriate targeting strategy.

However, segmentation can be difficult and too often either no meaningful segmentation is achieved, or the basis of the segmentation is not useful. To overcome this, SKIM's team of experts goes beyond the traditional primary and secondary segmentation methods. Our main focus is on the so-called benefit segmentation, that is, segmentation based on drivers of choice. You can link the insights from SKIM's benefit segmentation directly to your product or brand policy and market positioning.

Read more about our methods used (Latent class / ICE / HB and Laddering & SOAP ) for segmentation in the Methodological Partner section.