The biopharma and medtech industries are seeing radical shifts in how customers — in this case, healthcare providers (HCPs) — decide which brand to prescribe. These developments are driving a transition in marketing approaches from multichannel (multiple/many) to omnichannel (all). As a result, it is more important than ever to examine how HCPs differ and what factors influence their prescribing decisions. A comprehensive segmentation approach can capture the dynamic nature of today's buying and prescribing processes. 

This insight brief examines some illustrative business reasons for the dynamic segmentation of customers.