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EphMRA LDC Webinar: Segmentation
April 22, 2021 @ 3:00 pm – 3:45 pm
Speakers: Lara Lucchese, Bristol Myers Squibb, Nicolas Camargo, SKIM and Ben Rigby, Strategic North.
Convenors: Alexander Rummel, Aurum Research and Marcel Slavenburg, SKIM
In the past years, the area of segmentation has rapidly evolved with the rise of new analytical approaches, the use of behavioral and attitudinal data and the integration of multiple data sources. In this webinar, we will bring you up to speed about the latest in segmentation research where we will explain:
- The business contexts and questions leading up to the need and use of a segmentation study.
- The role of segmentation (from prelaunch to an ever-evolving segmentation following the product life cycle)
- The latest Quantitative and Qualitative approaches for Segmentation.
- Practical examples on how to best turn your segmentation into a strategy for your products’ success.
Finally, the webinar will also share some top tips and watchouts when applying your segmentation studies.
Bristol Myers Squibb
Over the past two years, at BMS, Lara has been part of the Business Insights & Analytics team looking after all the solid tumour indications and supporting the team in executing all the relevant market research projects and make sure to embed the insights into the brand strategy. Prior to that she spent nine years at IQVIA where she experienced several roles from client service to consulting role and ultimately as Senior Consultant in the Real World Evidence team. In this team she supported pharma companies in addressing their business questions with IQVIA proprietary patient level data including supporting medical publication. Lara holds a Masters degree in Biostatistics from Milano Bicocca University.
Nicolas is Senior Manager Analytics at SKIM. He focuses on applying advanced analytics methods to help answer complex business issues across a range of industries. He works with both experimental data and third-party behavioral data and specializes in data fusion and applied machine learning. Nicolas studied Economics and Econometrics at the Universidad del Rosario in Colombia (BSc) and the University of Tilburg (MSc).
Ben is a Senior Consultant at Strategic North. As a researcher and brand strategist, he specialises in uncovering deep customer insights and ensuring they are translated into clear strategic choices. He has partnered with international clients across a multitude of therapy areas to address key objectives for their brands, such as opportunity space identification, brand building & story development. Ben holds a Masters in Chemistry (MChem) from the University of York.