Meeting Archive:
A Creative Approach for Segmentation Success

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Meeting Description:

Many marketers turn to segmentation studies to guide their targeting and messaging efforts, but often they fall short to fully leverage these studies to shape their overall marketing strategy. Why? Segmentation efforts are not conducted with clear business objectives in mind and the resulting segmentation personas have an overwhelming level of detail that does not always address the task at hand. 


In this webcast, the speakers will address best practices in segmentation study design. Best practices will be demonstrated through practical examples with the focus on brands in the pharmaceutical industry.


You will learn:

·         How to design segmentation studies to meet current objectives

·         When and how to involve functional teams in study design

·         How to create profiles & personas to drive marketing programs

·         What you can do with these insights to prioritize your segments

·         How to link segment insight to financial outcome

·         Best practices for outlining the segment behaviors that your brand can influence



Andrew Bast, Senior Vice President, General Manager, Purple@Epsilon

Mark Miller, Senior Vice President, Strategic Consulting, Epsilon
Steve Gun, Vice President, Strategic Consulting, Epsilon

Alli Libb, Moderator, American Marketing Association

Date: Tue, Sep 15, 2009
Time: 12:00 PM CDT
Duration: 1 hour
Host(s): Alli Libb
 Presenter Information
Speaker Photo

Epsilon is the industry’s leading marketing services firm. Ad Age ranks Epsilon #1 U.S. Direct Marketing Agency. Services include strategic consulting, database and loyalty technology, proprietary data, predictive modeling and a full range of creative and interactive services.

Andrew Bast, Senior Vice President, General Manager, Purple@Epsilon

Andrew has over 14 years of experience in healthcare marketing and communications management.  Leading the healthcare agency practice at Purple@Epsilon (ranked the #1 Direct Marketing Agency by Advertising Age), Andrew delivers differentiating communication strategies, breakthrough creative ideas, and integrated channel planning. His therapeutic category experience includes GI disorders, cardiology, dermatology, rheumatology, immunology, metabolic disorders, respiratory, HIV, mood disorders, and respiratory health. His strength is in maximizing the promotional contribution to overall brand commercialization success.

Mark Miller, Senior Vice President, Strategic Consulting, Epsilon

As leader of Epsilon’s Healthcare Strategic Consulting group, Mark’s team brings best practices in customer strategy and relationship marketing programs to Epsilon's pharmaceutical clients.  Mark and his team lead and collaborate with client brand teams to develop Direct to Consumer and Direct to Physician marketing campaigns that encompass market opportunity assessments, business sensitivity analysis & forecasting, media planning, segmentation design, communication strategy development and tactical program design. 

Steve Gun, Vice President, Strategic Consulting, Epsilon

Steve Gun is Vice President, Strategic Consulting with over 17 years of marketing experience, nine of which are specifically within the pharmaceutical industry. His responsibilities include strategic integration of measurement initiatives, predictive modeling, segmentation, and Patient Longitudinal Data. Steve currently specializes in consulting with pharmaceutical clients.