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Best Practice for Customer Segmentation

Friday 24 January 2020, 12.30

Webinar recording now available
Full BHBIA members only - you will need to log in to access it - once logged in, the link and password will appear on the page below this text. 
This webinar will provide those working in business intelligence, marketing, sales management or market access with an insight into the value that can gained from a motivations-based customer segmentation. 

We will offer a template for best practice for managing a segmentation programme from kick-off to implementation - to include identification of motivational segments and the profiling of each segment on demographics, prescribing behaviour, messaging and preferred communication channels. 

Key points covered during the session:

  • What is segmentation?
  • The value of segmentation – what can it tell us?
  • Identifying the right segment for your customers
  • Best practice for success – process, timings and real-world implementation

You will learn how to successfully run and implement a credible and practical customer segmentation that will allow you to identify the right customers for your brand.


The webinar will be led for us by Synergy Healthcare Research. We are very grateful to the team for sharing their time and expertise for the benefit of BHBIA members.

Lucy has a BSc in Microbiology and a Ph.D. in Immunology, during which she published a number of clinical papers. She has worked in market research at Synergy for over 15 years, across a wide range of therapy areas and a wide variety of research methods, and enjoys working on both qualitative and quantitative research projects. She has a particular interest in patient pathway and mapping, as well as segmentation research. 

Lucy received the 2008 BHBIA Award for Best Sales/Marketing Effectiveness Research and has also been short listed for a number of other BHBIA Awards including ‘Improving the management of PHN: Patient voices and GP perspectives’ for Excellence in communication research and ‘Small is beautiful: How excellence in fast fieldwork & detailed data analysis helped provide insights into customer segments that engaged the sales team’ for Excellence in Business Analytics.

Charlotte graduated from Cambridge University with an MA in Natural Sciences and joined Synergy in 2007. Charlotte has extensive experience of a wide variety of research methods, with particular focus on quantitative methodologies. She has worked on projects for a wide variety of brands and therapy areas, and has had the outputs of her research projects presented to Parliament and NICE. 

Charlotte was awarded the 2016 BHBIA Best Business Impact award for her work looking at the viability of educational and training courses for healthcare professionals. She was also a member of the winning team for the 2019 BOBI Challenge. 

Sue's marketing research career began client side before working for two other healthcare market research agencies before setting up Synergy with Jon Freeman in 2000.  

Sue enjoys the variety of working on both qualitative and quantitative research across a broad range of therapy areas. She has presented a number of papers, convened training courses and contributed to seminars on topics such as communications research, enabling techniques, pricing research, interviewing skills and new product development.  

Sue has a first class degree in pharmacology and an MBA.  She is an ex-BHBIA committee member and has won many BOBI Awards. 

Online booking:

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