Mastering Customer Segmentation: 3 Iconic Principles for Sustainable Success with Dominic Grove & Stuart O'Connell, BioVid
Unlock long-term commercial success with the help of BioVid’s three iconic principles — Superman, Professor X, and Sasquatch — three ways to ensure your pharma customer segmentation is durable, actionable and believable.
In this session, you'll learn to:
1. Build segments based on both professional roles and personal identities to ensure relevance as market dynamics change
2. Apply behavioral science and cognitive insights to customize communications, enhancing segment effectiveness
3. Involve stakeholders throughout the segmentation process to develop realistic, widely accepted segments
Dominic Grove, Senior Director, Insights & Strategy
Dominic has over 19 years of experience in healthcare insights, with a primary focus on quantitative methodologies, including segmentation and demand. He leads BioVid's Segmentation Center of Excellence, and he has extensive experience working with multiple audience types across a broad range of therapeutic areas.
Stuart O’Connell, Senior Director, Insights & Strategy
Stuart brings 15+ years of global market research experience, including over a decade in life sciences. He has led dozens of segmentation studies, helping clients identify and target high-impact opportunities while better meeting the needs of their customers. He is passionate about human-centered, evidence-based solutions that improve health outcomes for individuals and communities.