Market segmentation and the impact of online media

Segmentation in the pharmaceutical industry is blurred by the complicated market dynamics of the industry: even the classic definition of the customer is not relevant. The customer base is made up of a number of stakeholders, which includes the patient and caregiver. These patients and caregivers have become more empowered and are using the internet as their primary source of information. The internet is developing at an astonishing rate and even healthcare professionals have embraced it. Legislative restrictions make it difficult for marketers to communicate directly with patients, so new strategies need to be developed. This paper looks at the impact of online media on market segmentation within the pharmaceutical industry, and provides practical solutions on how to tackle the dilemma. © The Author(s) 2011.