By Brian Sattin and Zachary Kleiman, Guidehouse - PharmExec
When the U.S. mandate for the meaningful use of electronic health records (EHR) went into effect as part of the Health Information Technology for Economic and Clinical Health Act in 2009, hospitals and health systems across the country began evolving their processes and technology to comply. Nowadays, significant differences exist in technology sophistication and integration across these organizations. This fact coupled with the increased availability of data and ever-better computing power offers pharmaceutical companies an important opportunity to more effectively serve these important customers.
By going beyond traditional market segmentation to understand the technological and data analytics capacity of these target customers, pharma companies can fine-tune go-to-market decisions and create stronger, more tailored strategies and programs. This article demonstrates how an innovative segmentation model can enable tech-savvy life sciences companies to better serve their healthcare customers.