-
Americas
-
Asia & Oceania
-
A-I
J-Z
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Regions
-
Americas
-
Asia & Oceania
-
Europe
-
Middle East & Africa
-
Americas
-
Asia & Oceania
-
Europe
Europe
- Adriatic
- Belgium
- Bulgaria
- Czech Republic
- Deutschland
- España
- France
- Greece
- Hungary
- Ireland
- Israel
- Italia
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
SOLUTIONS
-
Research & Development
-
Real World Evidence
-
Commercialization
-
Safety & Regulatory Compliance
-
Technologies
LIFE SCIENCE SEGMENTS
HEALTHCARE SEGMENTS
- Information Partner Services
- Financial Institutions
- Public Health and Government
- Patient Associations
- Payers
- Providers
THERAPEUTIC AREAS
- Cardiovascular
- Cell and Gene Therapy
- Central Nervous System
- GI & Hepatology
- Infectious Diseases and Vaccines
- Oncology
- Pediatrics
- Rare Diseases
- View All
Impacting People's Lives
"We strive to help improve outcomes and create a healthier, more sustainable world for people everywhere.
LEARN MORE
Harness the power to transform clinical development
Reimagine clinical development by intelligently connecting data, technology, and analytics to optimize your trials. The result? Faster decision making and reduced risk so you can deliver life-changing therapies faster.
Research & Development OverviewResearch & Development Quick Links
Real World Evidence. Real Confidence. Real Results.
Generate and disseminate evidence that answers crucial clinical, regulatory and commercial questions, enabling you to drive smarter decisions and meet your stakeholder needs with confidence.
REAL WORLD EVIDENCE OVERVIEWReal World Evidence Quick Links
See markets more clearly. Opportunities more often.
Elevate commercial models with precision and speed using AI-driven analytics and technology that illuminate hidden insights in data.
COMMERCIALIZATION OVERVIEWCommercialization Quick Links
Service driven. Tech-enabled. Integrated compliance.
Orchestrate your success across the complete compliance lifecycle with best-in-class services and solutions for safety, regulatory, quality and medical information.
COMPLIANCE OVERVIEWSafety & Regulatory Compliance Quick Links
Intelligence that transforms life sciences end-to-end.
When your destination is a healthier world, making intelligent connections between data, technology, and services is your roadmap.
TECHNOLOGIES OVERVIEWTechnology Quick Links
CLINICAL PRODUCTS
COMMERCIAL PRODUCTS
COMPLIANCE, SAFETY, REG PRODUCTS
BLOGS, WHITE PAPERS & CASE STUDIES
Explore our library of insights, thought leadership, and the latest topics & trends in healthcare.
DISCOVER INSIGHTSTHE IQVIA INSTITUTE
An in-depth exploration of the global healthcare ecosystem with timely research, insightful analysis, and scientific expertise.
SEE LATEST REPORTS
FEATURED INNOVATIONS
-
IQVIA Connected Intelligence™
-
IQVIA Healthcare-grade AI™
-
Human Data Science Cloud
-
IQVIA Innovation Hub
-
Decentralized Trials
-
Patient Experience powered by Apple
WHO WE ARE
- Our Story
- Our Impact
- Commitment to Public Health
- Code of Conduct
- Environmental Social Governance
- Privacy
- Executive Team
NEWS & RESOURCES
Unlock your potential to drive healthcare forward
By making intelligent connections between your needs, our capabilities, and the healthcare ecosystem, we can help you be more agile, accelerate results, and improve patient outcomes.
LEARN MORE
IQVIA AI is Healthcare-grade AI
Building on a rich history of developing AI for healthcare, IQVIA AI connects the right data, technology, and expertise to address the unique needs of healthcare. It's what we call Healthcare-grade AI.
LEARN MORE
Your healthcare data deserves more than just a cloud.
The IQVIA Human Data Science Cloud is our unique capability designed to enable healthcare-grade analytics, tools, and data management solutions to deliver fit-for-purpose global data at scale.
LEARN MORE
Innovations make an impact when bold ideas meet powerful partnerships
The IQVIA Innovation Hub connects start-ups with the extensive IQVIA network of assets, resources, clients, and partners. Together, we can help lead the future of healthcare with the extensive IQVIA network of assets, resources, clients, and partners.
LEARN MORE
Proven, faster DCT solutions
IQVIA Decentralized Trials deliver purpose-built clinical services and technologies that engage the right patients wherever they are. Our hybrid and fully virtual solutions have been used more than any others.
LEARN MORE
IQVIA Patient Experience Solutions powered by Apple
Empowering patients to personalize their healthcare and connecting them to caregivers has the potential to change the care delivery paradigm. IQVIA and Apple are collaborating to bring this exciting future of personalized care directly to devices patients already have and use.
LEARN MOREWORKING AT IQVIA
Our mission is to accelerate innovation for a healthier world. Together, we can solve customer challenges and improve patient lives.
LEARN MORELIFE AT IQVIA
Careers, culture and everything in between. Find out what’s going on right here, right now.
LEARN MORE
WE’RE HIRING
"Improving human health requires brave thinkers who are willing to explore new ideas and build on successes. Unleash your potential with us.
SEARCH JOBSBlog
Segmentation in a Snap
Feb 04, 2018
As marketers it’s our job to craft compelling and relevant messages that also provide value to our readers. Taking the time to create targeted content leads to happier customers, and it can drive more business. It’s common knowledge in marketing circles, that segmented email campaigns get better open rates and click rates. According to MailChimp, segmented campaigns had 14.31% more “opens” than non-segmented campaigns, and 101% more clicks. Other marketing industry surveys have shown similar results.
Often marketers give in to the theory that email is cheap so why not send everything to everyone and see who responds? For some it’s just easier to ‘spray and pray’ than to take time to segment their contact list; while others may think they lack the technical skills needed to sort through their database and figure out exactly who should get what. Regardless of the reason, this seemingly harmless approach can negatively impact current and future campaigns.
If your contacts feel like you are flooding them with irrelevant emails, they will delete your emails and unsubscribe from your list. That can rapidly eat away at your source list, causing you to lose valuable contacts before you even have a chance to entice with your carefully crafted content.
Who, what, when
Fortunately, the Nexxus Marketing system has taken the drudgery out of segmentation and made it possible for anyone to focus their campaign on the most well-suited contacts with a few clicks.
In the Nexxus Marketing platform, a Segment is a set of rules that is continually compared against the contacts in your Nexxus Marketing database to ensure only a specific subset of people receive a piece of content. Any field, or combination of fields from your contact database can be used to create customized segments by simply selecting a search category (i.e., primary specialty) then refining the criteria (ex: cardiology). Once they are saved, these segments will constantly update as new contacts are added.
For example, if you want to target physicians with a background in oncology who graduated within the past 15 years, or RNs working in pediatric cardiology located only in California and Arkansas, you can use drag and drop functionality in the Nexxus Marketing Segments tool to choose those criteria and save your Segments. Then, any time you want to target these sub populations as part of a Journey or within a campaign, you simply choose that segment.
Many of our customers have seen improved response rates after using segments to refine their campaigns. Using segmentation they have customized their campaigns, ensuring they are delivering only valued content to their audience. Rather than sending out long vague emails that have a little something for everyone, Segments lets them sharpen the message for unique groups of prospects and customers.
For example, one of our customers used data from a survey to tailor newsletters, offers, and notices based on their customers’ preferences, and then used those channels to offer incentives adapted to the unique characteristics of their segments. The segmented communication program saw open rates increase from 10-21% to 25-33%, and the campaign yielded a 10x increase in participation in program engagement.
Timing is everything
Segmentation can also be used to time email campaigns so they arrive at the most opportune time. Whether delivery is based on time zones, seasons, or tied to an event, using segments helps you ensure the right people get the right content through the right channel when they are most likely to respond. We’ve also seen users combine Segments with our Journeys feature to adapt content for different geographies, including an allergy awareness campaign that featured region-specific variations for different segments. Segments also makes it easier for marketers to do A/B testing on various campaigns, and to hone segment characteristics and content based on response rates.
If you are going to put money and effort into building an email campaign, isn’t it worth taking the time to identify which customers will find it most meaningful?
Using Segments to narrow your focus is an easy way to align messages with the needs of targeted groups in your lists. Using this tool shows your audience that you respect their time and understand their needs, and that will translate into better business results.