Molly Zoeller has worked in communications, technical marketing, PR and advertising throughout her career. As Producer of the marcus evans PharmaBrand Summit 2011, Zoeller sheds light on segmenting in the pharmaceutical industry.

1. 27 - 29 June 2011 | Fairmont Le Montreux Palace | Montreux | Switzerland
Patient Psychology 101:
Market Segmentation for the
Next Generation of Pharma Marketers
Molly Zoeller has worked in communications, technical marketing, PR and advertising
throughout her career. As Producer of the marcus evans PharmaBrand Summit 2011,
Zoeller sheds light on segmenting in the pharmaceutical industry.
FOR IMMEDIATE RELEASE
Segmentation is such a dull word! The process which has become synonymous with “best marketing practices” is a necessity but
the term does not even begin to describe the practice which pharmaceutical marketers must tackle.
The task of segmenting is important, but it is also marketing 101. The idea is to give a better perspective of end users in order to
develop superior brand communication based on the customer’s desires. Sounds simple right? It is generally; however for the
pharmaceutical industry the process is completely different. First of all, there are two layers of customers in pharma marketing the
first being the intermediary doctor who writes the prescription and the second being the patient or end-user. In the days when the
blockbusters were king and the economy was strong, segmentation was a simple process. Group patients into similar disease
clusters then identify the basics about the target markets and customers through market research and analysis, and put a greater
emphasis on the doctors who had control over the prescription pad.
Today however the blockbuster is on its way out. With many falling off patent in the next few years, pharmaceutical companies are
extending pipelines to include more niche drugs for orphan diseases in an attempt to combat the impeding competition. In
addition the patient has a greater power over the prescription and they often choose generic options for money saving potential.
Pharmaceutical marketers must now create targeted marketing through deep segmentation and a true understanding of the
psychological mind-set of the patient. It is imperative that the emphasis be on the patient, not the doctor. Let us get back to
basics! Pharma’s customer is a patient, a patient who is sick and suffering from an often debilitating and excruciating disease that
affects them on a daily basis. We need to know what she feels, what she thinks, why she takes certain drugs, how those effect
her. Most importantly with the extended pipelines we must stop grouping these people into similar diseases clumps. Each person is
different and each disease is different and understanding the true desires of each of these diverse people and places will insure
that drug marketing is truly targeted.
To explore segmenting for the new pharma ecosystem in greater detail join us at the marcus evans PharmaBrand Summit 2011.
There, marketing visionaries such as Seth Godin (live via satellite) and Herb Ehrenthal will present on capturing the customer’s
attention and anticipating patient perspectives. In addition many out of industry case studies will provide food for thought on
innovative ways to tackle pharma’s challenges.
www.pharmabrandeurope.com

2. 27 - 29 June 2011 | Fairmont Le Montreux Palace | Montreux | Switzerland
Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
About the PharmaBrand Summit 2011
This unique forum will take place at the Fairmont Le Montreux Palace, Montreux, Switzerland, 27 - 29 June 2011.
Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed
industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit
includes presentations on maintaining market share in the wake of generic invasions, conquering the new rules for
reimbursement and getting inside the patient’s mind.
For more information please send an email to info@marcusevanscy.com or visit the event website at
www.pharmabrandeurope.com
marcus evans group - marketing/sales sector portal
Please note that the summit is a closed business event and the number of participants strictly limited.
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and
discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a
unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one
business meetings. For more information, please visit www.marcusevans.com
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www.pharmabrandeurope.com