Challenge: International operating pharmaceutical company wanted to identify market segments, give direction to clinical development and eventually measure the size of the opportunity in those identified market segments for a new product

Solution: A quantitative survey using a segmentation approach in the US and several EU countries was conducted with Patients and Physicians

Results: Outcome of Patient segmentation identified attributes that modified clinical development (and the invitation of different target groups to participate in subsequent clinical research); identification for most lucrative Patient and Physician segments

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