How many times have you sat through an interesting physician segmentation research presentation only to find out at the end that turning those interesting segments into something you could use was not possible? Or when you probed further, you were given a complex, five or six question scheme to use to identify segment membership that you knew your sales force would never be able to execute?
Historically, getting actionable results from segmentation studies is what has prevented segmentation from revolutionizing the way we market to physicians.
TAGZ has changed that.
TAGZ links an attitudinally driven segmentation scheme to your entire call deck. It does this by merging psychographic and other attitudinal data with available physician prescribing and promotion data to build a classification algorithm that can be applied to all the physicians in your call deck – even those who were not included in the marketing research study.
The end result of this process is to tag each physician in your call deck with their segment membership as derived from primary marketing research. This means that the segments can be rich, attitudinally driven segments rather than behavioral schemes. Since all marketing is about influencing attitudes to change behaviors, this intuitively makes more sense and therefore allows you to have a bigger impact on the success of your product.
TAGZ is a breakthrough methodology that allows for the extension of an attitudinally based segmentation scheme across an entire physician call deck. The algorithm is developed using a committee of models, constructed from state-of-the-art data-mining approaches including CAPL regression, trees and neural nets.
The algorithm is validated iteratively, as part of assessing that committee of models, using hold-out samples. These hold-out samples consist of respondents from the research study whose segment membership is already known but who are not used to create the classification algorithm. They are “held out” of the sample and run through the algorithm to be classified. This is done at least 10 times, and the average must be 70% accurate or higher in order for a TAGZ algorithm to be completed.
We say that TAGZ can literally “change the way in which pharmaceuticals are marketed to physicians” – and here’s why. By tagging an entire call deck, TAGZ enables marketing teams to tailor their selling messages to different customer segment groups. It is the true realization on the long awaited promise of physician micro-marketing. TAGZ also allows you to eliminate non-targets from a call deck and allows your sales force to focus their precious call time on more receptive physicians; a powerful benefit.
TAGZ requires two skills – superior segmentation expertise and the advanced techniques to incorporate behavioral data from beyond the segmentation. Ziment excels in both. We have conducted hundreds of segmentation studies in virtually every market, and we are at the forefront of advances in creative cutting-edge quantitative methods. Together, these qualifications assure you of the most actionable segmentation result.