Demand Forecasting
Demand Among Market Segments
Demand estimation by segment can create considerable value
for clients. Understanding what groups are more likely to
acquire or use a product permits cost-effective targeting
of promotional and sales activities. Consider the example
below:
| |
Primary Care Physicians
|
Specialists
|
|
Size of MD population
|
85,000
|
15,000
|
|
Patients per MD
|
3
|
20
|
|
Size of eligible patient population
|
255,000
|
300,000
|
|
% of patients Rx’d
new product
|
10%
|
35%
|
|
# of Rx'd patients
|
25,500
|
105,000
|
In this example there are five times more primary care physicians
than specialists yet specialists manage about the same number
of patients who are eligible for a new therapy. Demand forecasting
estimates that specialists will prescribe the new therapy
for five times as many patients. Clearly, by targeting specialists,
a pharmaceutical firm could use a smaller sales force to produce
considerably more sales.
The presence of world-class segmentation and modeling expertise
makes National Analysts particularly effective in helping
clients cost-effectively target and acquire revenue.
For more information on National Analysts, feel free to e-mail
us today or call (215) 496-6800.
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