www.zimentgroup.com/press/releases/newMarket03052004.ht -
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Published on: 3/5/2004
Last Visited: 9/15/2007
New York, March 05, 2004: Ziment, a healthcare and pharmaceutical market research consultancy headquartered in New York, announced today that it has developed an approach to physician segmentation research that will change the way companies market their products to physicians.
This approach, called TAGZ, is an important development for pharmaceutical marketers conducting segmentation research because it takes a physician's combined psychographic and attitudinal data for a prescription drug and links it to their historical prescribing behavior through a proprietary algorithm.
This means that physicians in a company's call deck that were not included in the original segment research can still be identified or "tagged" as to their segment membership by Ziment's algorithm and its system of data-mining and modeling techniques.
"For the first time companies can actually use the results of physician segmentation research, making the entire process palpable again and opening a brand new chapter on how we can micro-market to physicians," says the company's CEO, Howard Ziment.
"Many companies have shied away from attitudinal-based segmentation research because the results were simply not actionable.But now, with TAGZ, they are, and that puts a whole new light on the value of primary segmentation research," said Ziment.
Currently a sales representative's call deck includes typically includes information such as the physician's specialty, whether or not a physician is a high writer of prescriptions and other behaviorally based definitions.
"With TAGZ, reps now have a pre-determined segment identifier that links to a wealth of knowledge about the physician, including their attitudinal disposition towards the market as well as to the drug itself.Sales collateral and detail pieces can now be designed specifically by segment since reps will know what pieces to use with each physician.It really makes it a whole new ballgame for pharmaceutical marketing and sales," Ziment said.
Ziment's chief methodologist, John Tapper, said that recent software developments and the company's use of the latest data mining and modeling techniques to create the segmentation solutions and do the complex calculations that give market researchers an edge.
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Ziment is a full-service healthcare and pharmaceutical market research consultancy offering custom marketing research worldwide.It is the global healthcare research brand for The Kantar Group, the Information and Consultancy Division of WPP, plc.
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