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Detailed Market Segmentation Strategies for Commercial Forecasting



Thursday, July 15, 2021 at 4pm BST | 11am EDT | 8am PDT Learn how different commercial forecasting teams are thinking about market segmentation - such as dynamic segmentation using real-world data.

Register Free: http://www.pharmexec.com/pe_w/strategies

Event Overview:

When designing a commercial forecast model, one of the key challenges every forecaster must face is how to segment their market. And it’s no wonder – by country, line of therapy, biomarker status, age, site of care, comorbidity - there are so many options! Previously, re-doing a patient or market segmentation was a big endeavor, and there were limited data resources to support very detailed, granular segmentation.

Recently, the availability of real-world data has enabled a massive increase in the level of detail forecasters can use to approach their segmentation strategy. In this webinar, we’ll look at different methods of market segmentation and how to evaluate the tradeoffs between different segmentation strategies for your product.

3 Key take-aways

  • Why market segmentation matters for your product strategy
  • How real-world data is changing the way forecasters segment their forecasts
  • Can more detailed segmentation help drive revenue?


Rick Johnston, PhD
Senior Software Solutions Lead

Dr. Johnston is the Senior Software Solutions Lead within IQVIA's Consulting Organization. He is an accomplished technical leader with more than 15 years’ experience in building software that solves big data, machine learning and advanced analytics problems in pharma. Software built by Dr. Johnston is used by more than 90% of the world’s 25 largest pharmaceutical companies. He has a Ph.D. in operations research and bioinformatics from UC Berkeley.

David Wolter, MBA
VP Consulting Services

David Wolter is a Vice President of IQVIA’s Consulting Services group. He has more than 15 years of experience in management consulting and modeling system development and is the lead of the US Strategy & Portfolio Analysis Solution Team. His past work has included product valuations, detailed forecasting exercises, analogue analyses, and decision-analysis/strategy projects – both with and without the support of software tools. David has an MBA from Stanford GSB, an MS in Accounting from DePaul University and a BA in Economics from Amherst College.

Register Free: http://www.pharmexec.com/pe_w/strategies

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