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Κυριακή 12 Μαΐου 2019

STP: Powering Marketing Success


pharmexec.com | Gary Lyon*

NASCAR followers will likely recognize the famous red oval logo of STP, originally an acronym for “scientifically treated petroleum”. As a gasoline additive, STP is designed to prolong engine life and improve performance. Could “STP” also be a proven boost to healthcare marketing effectiveness? This article briefly explores the role and impact of three elements — I would argue the most important elements — of marketing planning that drive business success: Segmentation, Targeting and Positioning.

Segmentation

Segmentation is the process of dividing large, diverse markets into smaller, more homogenous sub-groups on the basis of one or more differentiating criteria. Traditionally, these criteria have included demographic or psychographic (lifestyle) factors but attitudinal and behavioural factors are equally important.