This EVERSANA white paper explores how advanced analytics and machine learning improve account segmentation to help pharmaceutical companies better engage healthcare providers, payers, and other stakeholders. It compares cluster-based and rule-based segmentation methods, explaining how each supports customer targeting based on business objectives and data complexity. Through case studies, the paper demonstrates how data from multiple sources, market research, and predictive analytics can identify meaningful customer segments, create account profiles, develop sales typing tools, and prioritize payer engagement. It concludes that AI-driven segmentation enables more accurate targeting, personalized messaging, stronger commercial strategies, and better customer engagement by transforming compl

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