Customer Segmentation Approaches for the MedTech Industry

10 Pages

The paper discusses that MedTech buying involves multiple stakeholders—value analysis committees, group purchasing organizations and clinicians—so segmenting customers by behaviours and attitudes is essential. Segmentation improves messaging and sales tactics and is especially useful before launches or market shifts. Challenges include multiple decision makers within accounts, varied buying processes and blending attitudinal and behavioural data. The authors outline persona‑based and data‑driven approaches to tailor strategies.

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Customer Segmentation Approaches for the MedTech Industry

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