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Ziment Unveils Segmentation Approach
WPP-owned healthcare market research specialist Ziment has introduced what it describes as a 'unique segmentation approach' to enable pharma companies to identify the most effective marketing channels for reaching and influencing target physicians.
The new approach, SEGZ for Channel Optimization, has been designed to help companies make informed decisions about where to place their message - from print to web sites and new social media - for the greatest impact on physician prescribing. The system focuses on helping companies most effectively communicate with their physician targets through channels that will 'drive action and shape behaviour'.
'Until now, channel strategy often was based on a combination of guesswork and luck,' said EVP of Strategic Relationships, Jade Cusick. 'With SEGZ for Channel Optimization, companies have a truly actionable tool for improving the effectiveness and efficiency of their marketing programs.'
New York-headquartered Ziment was launched more than 30 years and now has offices across the US, a European headquarters in the UK, and operations in France, Germany and Spain. The firm has an online panel of 200,000 physicians and healthcare professionals and a patient panel with access to more than 350,000 patients.
Earlier in the year, Ziment introduced COMPOUNDZ, a system for modeling the potential uptake of new products.
Web site: www.ziment.com .
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