Healthcare, Market Segmentation

 

BUSINESS SITUATION:

Our client, a major surgical equipment company, was interested in understanding physician attitudes and behavior for a new physician market they were entering. Burke was chosen because our client felt that we would work with them to ensure that the research would be actionable within their organization.

 

RESEARCH OBJECTIVES:

The client company wanted to understand physician attitudes and potential unmet needs within this market, and evaluate habits and practices for this physician group.  The client also wanted to determine whether there are specific segments that could be targeted with new products and prioritize potential target segments and future product development efforts.

 

METHOD:

Quantitative cluster and discriminant analysis

 

OUTCOME:

Physicians were grouped into segments based on similar attitudes and needs. Target segments were selected and sales aids created that aligned with specific attitudes. The discriminant function was programmed into sales force personal digital assistants (PDA’s) to assist in tailoring sales presentations.