This brief explores how advanced segmentation improves sales force effectiveness in increasingly constrained access environments. It explains how moving beyond traditional geographic or volume-based segmentation enables more precise targeting of healthcare providers based on behavior, potential, and engagement preferences. The paper highlights the role of analytics in aligning segmentation with brand strategy, resource allocation, and performance measurement. IQVIA positions dynamic, data-driven segmentation as critical to maximizing impact, efficiency, and return on sales investments.

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