|Population Segment Overview
Following is an excerpt from content Enspektos developed for Vistra product managers and product physicians outlining the Population segment. One of Enspektos's primary goals was to ensure that affiliates 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 antibiotic 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 Population Segment.
The Population Segment contains countries where government dictates antibiotic prescribing and reimbursement. Many countries in Europe and Africa are Population markets.
In these countries the doctor is the expert and the patient does not participate in product selection. To successfully market Vistra in this segment, we will have to establish its clinical and economic benefit to large populations. Our objective is to provide regulators and payers with a reason to reimburse and prefer Vistra.
For more information on the Population Segment, please refer to the Vistra training course.