This workshop will be in two parts:

Part one will explore what business challenges segmentation can answer and when to perform it, the different types, tools and analytics used, a framework for successful segmentation projects and how to develop outputs/impactful results.

Part two will focus on implementation – i.e. embedding customer segments within a pharma company’s business and practical tips for how to make segmentation work. The segments need to resonate with everyone that touches the brand, and every customer should understand the benefits of having their needs as the core focus of the organisation.

Provisional Programme

9:00: Coffee and Registration

9:30: Introduction
Introductions, Agenda and Timings
Personal introductions. Share interest in segmentation and expectations for the day.

9:45: Business challenges segmentation can answer
This session briefly introduces and explains the fundamentals of segmentation.  Including topics such as: Why use segmentation? What business challenges segmentation can answer? and When to perform segmentation? along with sharing experiences on typical challenges and pitfalls faced.

10:20 Framework for successful segmentation projects
This session introduces a practical framework which can be used to design and execute successful segmentation research.  Each of the sequential steps will be based on real business examples and provide delegates with an approach, rationale and key goals to be achieved at each stage.

• Stage 1.    Exploration
• Stage 2.    Immersion and integration

11:00 Understanding the different types of segmentation
Continuing to follow the segmentation framework, this section will lead into the data collection stage of a typical project and explore the different types of segmentation which can be used and when each is most appropriate.

• Stage 3.    Data collection

11:30 Coffee break

11:45 The tools and analytics used in segmentation projects
A brief glimpse into the analytics behind segmentation.  Without going into too much science, this stage will explain some of tools and techniques used to derive a segmentation and the advantages and disadvantages of each.

• Stage 4.    Tools and analytics behind segmentation

12:15 Segmentation outputs and developing impactful results
Exploring best practice techniques to initially introduce the segmentation solution to key stakeholders before wrapping up the session with final debrief/output examples and a chance to ask any questions

• Stage 5.    Preliminary workshop (introducing the segmentation solution)
• Stage 6.    Outputs and developing impactful results

12:45 Lunch

13.30 Introduction to the afternoon session
Overview of where we are and what will be covered in Part 2.  Building on the basics of segmentation, to delivering a clear marketing strategy designed to resonate with everyone that touches the brand, and to every target customers benefit.

14.00 Introduction to the 3-phase process – Finalization, Visualization, and Implementation
Factors to focus on when deciding final segments and the process bring segments to life using visualisation of both local vs global segmentations.

15.00 Tea break

15.15 Segmentation Activation
Activation is by delivering the right message, by the right channel, to the right customer – workshop session on activating segments.

16.30 Implementation materials and workshops
Generally, these are custom built for the operational needs of the business – a number of examples will be shown from previous engagements.

16.45 Wrap up and close 

This workshop is being run for us by Impact Health and Kantar Health. We are very grateful for their support.

Delegate Fees

'Early bird' delegate fees for bookings made more than 8 weeks before the event:

• Members: £404 + VAT
• Non-Members: £494 + VAT

(These prices include a 10% early booking discount).

Cancellation Policy for early bird bookings: full fee payable / no refunds given; however a substitute delegate can be accepted. (Our standard cancellation policy does not apply).

Delegate Fees within 8 weeks of the event:

• Members: £449 + VAT
• Non-Members: £549 + VAT

Cancellation Policy: standard cancellation policy applies, as stated on booking form