Hospital Segmentation

HRA’s Hospital Segmentation work is based on primary research and can incorporate secondary data. Its primary advantage over a purely secondary segmentation effort is the ability to introduce reactions to a new product profile into the model and thus predict the hospital market’s likely response to a product introduction.
 
Typically sampling off our customer’s target list of hospitals, our segmentation work begins with the Director of Hospital Pharmacy and clinical pharmacists in the therapeutic area of interest.
 
Once we have surveyed a sufficient base of these individuals (the number depends on the market dynamics and budgets), we then interview a base of practitioners to profile the management of the therapeutic area in the different segments.
 
We use a variety of advanced statistical techniques to develop our segmentation models, and can also provide brand equity analysis, derived importance and perceptual maps in the same study. Our process is iterative and consultative: we do not hand off a single solution and walk away; we work with you to come up with a solution that is viable and makes sense given the market conditions that you understand best.
 
Each model provides a segmentation typing tool that can classify additional hospitals using a combination of known variables (secondary data) and data collected by sales reps.