Individual Segment Overview

Following is an excerpt from content Enspektos developed for Vistra product managers and product physicians outlining the Individual segment. One of Enspektos's primary goals was to ensure that employees were educated on key topics to minimize the potential for confusion.

Over the next five years, Vistra will be marketed in many countries – all with unique cultures, economies and politics. To effectively market Vistra globally, it is important to have an effective means of organizing marketing activities.

To streamline our marketing efforts, the Vistra global marketing platform was developed. This platform organizes the global market into several groups or segments. Countries in each segment share a number of common regulatory, economic and consumer characteristics. At the heart of the platform is an analysis of the political, regulatory, economic and consumer characteristics of each Vistra market. The analysis was conducted to answer the following question: What is the most important driver of Vistra selection in a market: consumer choice or the medical system?

The platform is valuable because it provides countries with a common approach to conducting global programs, communications and training. It will make it easier for countries to share knowledge and best practices more efficiently.

The global marketing platform organizes the world into a number of segments or platforms: Universal, Population, Individual and Balanced. Following is an overview of the Individual segment.

Individual Segment

The Individual Segment includes countries where patients may have a large influence on antibiotic prescribing. Many markets in Asia and North America are part of the Individual segment.

To successfully market Vistra in this segment, we will have to establish its value to the individual patient, who often pays the full cost of healthcare, as well as the prescribing physician.

For more information on the Individual Segment, please refer to the Vistra training course.