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Fixing the Failed - Making Market Segmentation Work in DTC only at DTC in the Era of Consumer Choice

Leading DTC ROI Experts exclusively address DTC in the Era of Consumer Choice audience on Using Profit-Focused Segmentation and Targeting To Move The ROI Neddle

Why are market segmentation efforts failing? And how can DTC marketers more effectively approach market segmentation to ensure success? There are solutions, according to Copernicus Marketing and Consulting chairman Kevin Clancy, a renowned marketer and author. Clancy and co-presenter Eric Paquette, Sr. Vice President of Copernicus, will probe market segmentation issues at the DTC in the Era of Consumer Choice Conference, Oct. 29-30, in Livingston, N.J.

"Recent studies suggest that most contemporary approaches to market segmentation are not actionable,” Clancy said. “They yield market targets which are similar to every other market target. They can't be found in databases and they haven't been measured in terms of potential profitability.” 

Eric Paquette explains, “Market segmentation studies are often the most disappointing work in which a pharmaceutical research department engages. No one is happy—not marketing management, not the creative agency, not the media agency, not even the researchers themselves. The big fat book of results becomes a door stop.”

Clancy and Paquette of Copernicus Marketing Consulting will tackle the major complaints about failed market segmentation efforts head-on, with actionable steps marketers can take to find segments that are really different from each other. As importantly, they will demonstrate how to assess potential profitability, making it possible to decide which group or groups on which to concentrate the bulk of marketing efforts based on a more solid business case. Marketers will learn how to understand the steps to take before and during the research process so they can use a segmentation to guide a variety of marketing decisions, particularly the media decision, during this presentation.

Other Highlights of the DTC in the Era of Consumer Choice Agenda Include:

• Hugh O'Neill, VP & Head of Market Access and Business Development, Sanofi-Aventis
• Dan Jaffe, EVP, Government Relations, Association of National Advertisers
• Liliana Gil, Director of Marketing, Sourcing Hispanic Marketing Strategy Lead, Johnson & Johnson
• Mike Bloxham, Director of Insight & Research, Ball State University
• Raquel Krouse, Vice President, Director of Healthcare, Interpublic Emerging Media Lab
• Lucy Rose, National Managing Director, Life Sciences Regulatory and Capital Markets Consulting, Deloitte & Touche
• Alisa Lask, VP of Strategic Marketing, Zimmer

About the DTC In the Era of Consumer Choice Conference:
DTC Marketers must face a new reality – even in Rx marketing, consumers are in control. Most drug categories have multiple brand options and consumers are demanding value for their drug expenditures. Advertising and Marketing experts agree, and even Time Magazine acknowledges the power of “You”. Marketers who want to succeed must accept that consumer expectations on information dissemination have permanently shifted how marketing is done. DTC Perspectives is focusing the annual DTC fall conference on addressing the new challenges this shift has created and providing DTC marketers with real tools on how to succeed in this new landscape.