Market Segmentation and the Impact of Online Media

Market Segmentation

Here is my latest research article which has just been published in the Journal of Medical Marketing. You can read the abstract in this blog but need to log into the journal’s site to get the full article.


Segmentation in the pharmaceutical industry is blurred by the complicated market dynamics of the industry: even the classic definition of the customer is not relevant. The customer base is made up of a number of stakeholders, which includes the patient and caregiver. These patients and caregivers have become more empowered and are using the internet as their primary source of information. The internet is developing at an astonishing rate and even healthcare professionals have embraced it.  Legislative restrictions make it difficult for marketers to communicate directly with patients, so new strategies need to be developed. This paper looks at the impact of online media on market  segmentation within the pharmaceutical industry, and provides practical solutions on how to tackle the dilemma.

To get a copy of the full article please log into the Journal of Medical Marketing.

About the Author
Alan Shaw Alan Shaw is a marketing consultant focusing on the health, pharma and 3rd sectors.



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Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.
This entry was posted in Articles, Research.