Step 1: Establish the Customer Framework and Select Targets provides the platform for structuring the market and defining the opportunity. During this step, the role of physician vs. patient decision-making is defined, which may include the development of patient journey maps and a quantified, segmentation fact base, to inform subsequent project steps.
It’s useful to think about target definition as a series of concentric circles, with the primary target representing the patient/care provider, the secondary target comprised of the most influential professional segment (e.g., specialists and sub-specialists) followed by referring and primary care physicians, and others (managed care, employees and investors).
During early marketing planning, focus on gaining deep insights into the primary and secondary target customers, as they will tend to set the highest hurdles – clinical and otherwise. Their needs must be met first for successful adoption by other targets.
Segmentation research can inform both target selection (in linking attitudinal and behavioral data) and touchpoints alignment, based on survey responses. Numerous medical market research methods — both qualitative and quantitative research — are available to assist in customer understanding.