Caduceus Lane - Market Research Plan
UK pharmaceutical market penetration:

T
Realistic
Ensure readiness
And available
Recourses
Time bound
Set realistic time
Frame to attain
Goals
A
SMAR
R
Attainable
Goals tender
to historical
data
SMA T
Measurable
Goals using
Analytical
System
MART
SM RT
Specific
Applying real
Numbers or
Deadlines
S
SMART
Objectives:
 Conclude market research methodology and tools for intelligence gathering
 Develop inputs for corporate, product, marketing, sales and talent strategy
 Develop Go Market Strategy:
 Marketing strategy for each product or service
 Life cycle adoption of buyers and users
 Align market approach with Caduceus Lane strategic directions using SMART mode
Assess market gap to access market
Used tools: Market gap analysis
Phase 1
Market
Segmentation
Primary
Market
Research
Phase 3
Phase 2
User
Segmentation
Account
Segmentation
Phase 1:
Market segmentation:
 Divide market into subsets of buyers who have common needs, priorities, and solution options.
 Ascertain the inputs we need to develop our corporate research, product, marketing, sales and
talents strategy
Phase 2:
Account Segmentation:
Determine account that will generate the most revenue over the shortest period of time
Phase 3
User Segmentation:
Apprehend the market problems that exist for buyers and users in our accounts
Phase1:
Market segmentation:
Dividing targeted market into subsets:
Buyers With
common
- Needs
- Priorities
- Solution options
Market Analysis
Quantitative state
 Market size, forecast and growth rate
 Market unfolding industry’s trends
 Market needs and unceasing change
 Laws, regulations, compliances
 Specify registration channels
 Adaptation of apposite solutions and services to ensure alignment with market
 Caduceus Lane brand analysis for alignment externally and internally
Analysis
TOOLS
Competitors
SWOT
analysis
Competitors' analysis
 Key competitors targeting our buyers
 Services and tools
Data
Analysis
 Competitors' time span of dealing with key buyers
 Used marketing strategies
 Competitors go to market strategy
Define types of used approaches:
 Product
 Price
 Customer
 Intimacy
 Competitor's strength and weakness
 Opportunities and threats in the market
Used tools: Competitors analysis
SWOT analysis
Develop Go Market Strategy:
Methods of generating demand to sell solutions, products and services: Marketing strategy for each product or service
 Life cycle adoption of buyers and users
Phase 2:
- Account Segmentation
Determine accounts’ potentials to generate the most revenue over the shortest period of time
Data Analysis
Be more specified to customers prospects.
Understand customer market’s obstacles and complications
Fortitude of the following:
Accounts within the market
1. Designation of ideal customer profile and description defining ideal customer and prospect
2. Each customer score relatively to ideal customer profile
3. Potential spend for ideal customer or prospect and cost for acquiring each customer
4. Lifetime value for each customer- Lower cost for acquiring higher lifetime value
5. Account segmentation and prioritization
6. Customer phases for making purchase decisions
7. Customer purchase decision making guidelines
8. Customer services and products’ user problems
Account market analysis
 Identify key account's segmentation
 Key accounts Preferable marketing approach and concentration
 Feedback on current marketing agencies
 Expectations and future aspirations in marketing
 Estimated marketing budget


Identify best fitting product or service for each account
Identify where alignment reside with key accounts
Used tools: Customer satisfaction matrix
On desk marketing research
Design survey for intelligence gathering
Buyer profiling template
Phase 3:
- User Segmentation:
Understanding of the market complications present for users in our accounts
User market analysis
 Users by geographical regions
 Purchase decision making process
 Types of digital resources influencing user administrators during purchase process
 Frequency of purchase decision making
 Purchasing budget forecast
 User requirements, quality standards and regulation compliance
 Products’ storage Requirements
Used tools: On desk marketing research
Design survey for intelligence gathering
User profiling template
Primary market research:
1- Customer research
2- Prospect research
3- Competitive research
1- Customer research
Data Intelligence:
 Customer satisfaction matrix
 Executive mapping- Support gather virtuous customer research on key accounts


2-
Sharing of product roadmaps and OEM relationship
How customers cooperating and responding to sales Caduceus Lane conducting
Prospect research
Methods and tools
1- Win loss interviews
-Are we solving prospects problems- Define alignment position with prospect
-Interview questions in regard of buyer buying process and map it into our marketing and sales
processes
2- Social Listening
Determine our position on social media where customers and prospects exist and what are they
saying
3- Developing Persona
Buyer persona:
Buyer persona is typically part of the buying decision making.
 Conduct buyer’s data gathering and research and interviews to understand their
objectives, obstacles, challenges, strategic initiatives, and key performance indicators
Fortitude of the following:
 What buyers care about?
 Identify decision makers when making purchase decision
 Buyer values when engaging with our teams
 How do I know them better than they know themselves
Develop BPM (buyer persona map)
Buyer’s journey for making buying decisions and go through stages
User persona:
Fortitude of the following:
What users are trying to get done?
What prevent users from completing their purchase decision?
What alternatives solutions exists for users to address their needs?
What users value the most?
What products and services to be best in its class to succeed in our industry?
3-
Competitors research:
Gather competitive intelligence:
What are our competitor’s strategies?
How do they win?
Conduct interviews and determine how do they market? What content do they offer?