Case Study
Targeted, needs-based market segmentation strategy for a major pharmaceutical company
Client situation
A major pharmaceutical company sought an assessment of their current customer base to revise their current Marketing & Sales strategy
Project approach
SDI set up several workshops and interviews to develop thorough understanding of all key stakeholders involved and to segment customers based on Needs, Benefits, Trends & Issues which led to comprehensive strategy recommendations
Outcome
SDI customer segmentation delivered a profound understanding of the specifics of each customer group and thereby, the basis for improved customer targeting and improved prioritization of key customer segments