Account Strategy Development

Segmentation lays the groundwork for account strategy development.

Figure 12-14. Example of Hospital Segmentation Based on Size, Type, and Vulnerability.
Segmentation VariablesRange of Values
Very LargeLargeMediumSmall
Size (Beds)>999500–1,000200–499<200
Type of HospitalTeachingCommunity  
Account StatusVulnerableSecureOpportunityMixed, by Department

This consists of:

  • Developing one or more sales actions or coverage strategies for each segment

  • Assessing the costs and benefits of each possible coverage strategy for each segment

  • Selecting for each segment the most beneficial strategy that is within the capacity of the sales force.

Answering the following related questions will provide the best sales actions and coverage strategies: ...

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