1、THE FUTURE OF HEALTHCARE SEGMENTATIONSSvetlana Gogolina Chief Research Officer,HealthcareJoanna CiecielagData Science&Advanced Analytics Director,HealthcareNovember 20222 Ipsos 2022 All rights reserved.THE FUTURE OF HEALTHCARE SEGMENTATIONS2 Ipsos 2022 All rights reserved.2Svetlana Gogolina Chief Re

2、search Officer,HealthcareTHE FUTURE OF HEALTHCARE SEGMENTATIONSIntroductionHealthcare is a sector in flux.The global population is ageing,governments are widening access to care,and the balance of stakeholder power is shifting.The COVID-19 pandemic has fast-tracked other latent trends,including the

3、digitisation of healthcare and the growth of new communication channels both between doctor and patient,and between pharma and its customers.Against this altered backdrop,pharma needs an improved framework to guide its marketing effort and answer the eternal business questions:who to target,with whi

4、ch messages,and through what combination of channels.Today,we have an additional but equally critical challenge:how to optimise this targeting in our digital age.For these reasons,demand for segmentations in healthcare is higher than ever before,and not only for segmentations of treating physicians.

5、We are also seeing an increase in patient segmentations in the preventative medicines space(e.g.,vaccines)and general population segmentations.At the same time,segmentations are becoming increasingly global.Whatever the focus of the segmentation,the challenge remains the same:how to make it actionab

6、le.Segmentations come under regular fire for lack of usability and/or relevance and,sadly,this criticism is often justified.Joanna CiecielagData Science&Advanced Analytics Director,HealthcareNovember 2022 Ipsos 2022 All rights reserved.3 3 Ipsos 2022 All rights reserved.WHY DO SEGMENTATIONS FAIL?In