PRN: Optimal Strategix Group Showcases Customer-Centricity at the 2014 EphMRA Conference

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Optimal Strategix Group Showcases Customer-Centricity at the 2014 EphMRA Conference


NEWTOWN, Pennsylvania, July 2, 2014 /PRNewswire/ -- At the recent European Pharmaceutical Market Research Association (EphMRA) conference in Brussels, Asif Javed (OSG) and Joe Schneider (BD, a fortune 500 Global Medical Device and Diagnostic company) presented a paper on how to move from a product centric to customer centric strategy. The paper discussed a real life case study on how to create success by putting the needs and wants of a business' most valuable customers first, a process driven by a comprehensive segmentation study conducted by Optimal Strategix Group.

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In the case study OSG's methodology identified 4 distinct and actionable segments. Subsequently, segments were developed to determine fit with product offerings, profitability and organizational capabilities, revealing ultimately the most valuable target customer segments. The paper showed how the results of the engagement to reshaped every aspect of the company, from targeting tools that help sales reps categorize customers in real time, to marketing practices and new product development. 

Thomas Hein, EphMRA President commented on OSG & BD's presentation stating: "Most pharmaceutical companies still have a very product focused approach with the customer in mind, but  this case study, demonstrated how to become more customer centric and how to put the customer as the primary focus. Market Research played a significant role in this change of marketing strategy in the company; being responsible for the segmentation of customers and defining which customer segments on which to focus in the future."

In 2010, OSG received the first ever Annual EphMRA Case Study award for a case study submission that discussed the challenges faced and solutions used to develop an effective launch strategy for a medical device that falls outside the traditional treatment paradigm. The award recognizes the innovative research and consulting undertaken to help the client, and advancements the field of market research for pharmaceuticals and devices.

About Optimal Strategix Group, Inc.

Optimal Strategix Group, Inc. (OSG) provides marketing strategy consulting, analytics and technology services to help clients achieve growth through customer centricity.  OSG serves global Fortune 1000 companies in the consumer goods, business to business, life sciences, and healthcare sectors. Headquartered in Newtown, PA, OSG currently has offices in New York City, San Francisco, Atlanta, Bangalore, Manchester (U.K.), and Brussels.

Cory Pierce

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