ABSTRACT
Let’s start with the term ‘segmentation’. Segmentation means understanding, and to be able to market effectively, you must understand your consumer and the customers serving the consumer. Ultimately, people with, or at risk of, disease consume the medicines provided by the pharmaceutical industry – this is your consumer. Families, the physician, the payer, the nurse, and other healthcare professionals may infl uence, or even determine, what the ‘consumer’ receives. In this book I distinguish the latter from the former (the consumer) by referring to them as customers.
