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Case Overview
2015 ZS Associates
CONFIDENTIAL
Case Overview
They have different roles and responsibilities within their organization and you, as part of the ZS team,
will be working with them on separate aspects of launch planning
Segmentation
Call Planning
2015 ZS Associates
CONFIDENTIAL
Part 1 : Segmentation
2015 ZS Associates
CONFIDENTIAL
Part 1 : Segmentation
Part 1 - Triex pharma has asked you to classify the doctors into different
segments/groups to maximize trial and uptake, post launch
Scope of work:
1)
Classify the doctors in mutually exclusive segments or groups based on key metrics provided that will
determine doctors attitudes and potential.
2)
Identify 3 doctor groups/segments that Triex pharma should target for Phiksitall, along with the business
justification that is backed up by data
3)
Each doctor group/segment should be of sufficient size (in terms of # of HCPs). They should be neither too
small nor too large (the former would result in that segment not being able to be targeted with appropriate
tactics, the latter would defeat the purpose of segmentation)
5)
Segments should be clearly distinguishable from each other based on one or more metrics. Each segment
should explain a behavioral attitude not explained by other segments
6)
Doctors within a segment should be as homogeneous as possible in terms of preferences and behavior and
should be as different from doctors in other segments as possible
2015 ZS Associates
CONFIDENTIAL
Part 1 : Segmentation
Clinical trial studies have shown Phiksitall to be similar to the market leader
(Demitol) in terms of side effects profile with slightly improved efficacy
Doctors loyal to a competitor are willing to try (& switch to) this new product
only if it results in cost savings for the patient
Some doctors prefer Panceon over Demitol because of lower side effects and
add on benefit of weight loss. However, some of these doctors are likely to try
and adopt the new product given increased efficacy, if educated properly
2015 ZS Associates
CONFIDENTIAL