Healthcare Customer Segmentation Framework

Healthcare providers and health plans are planning for and reacting differently to the continued shift from a fee-for-service to a value-based care environment.  Many sophisticated health systems are aligning their strategies, infrastructures, and staff to be at the leading the charge of this movement, while others are maintaining the fee-for-service status quo until external pressures force a change. 

These two behavioral extremes and the wide variety of intermediate examples have complicated traditional pharmaceutical, device, and diagnostic manufacturer sales and engagement processes, as manufacturers are no longer selling into a relatively homogenous set of customers.  This means different solutions and engagement strategies are often required for different customers based on their internal goals and priorities.

Beacon is often asked to support its clients in addressing this challenge through market and customer segmentation studies.

Beacon’s Customer Engagement Framework

Customer engagement in the healthcare space is becoming increasingly complex due to the rise of new decision-makers and influencers at provider organizations, increasing customer expectations for wraparound or supporting service offerings, and a growing number of channels through which manufacturers and end-customers can interact. This complexity has made it more difficult for pharmaceutical and medical device manufacturers to prioritize their customer engagement efforts across potential activities. Manufacturers know there are multiple levers that can be used to create customer value and drive a return on investment, but they often struggle with prioritizing these activities alone or in combination. 

Innovation Commercialization Framework


The challenge with innovation is the seductive allure of things that are new to business planners. Beacon's Innovation Commercialization framework is a pragmatic approach for those responsible for determining which innovative offerings to bring to market, allowing them to safely understand the market's reaction to as yet never seen products, services, and business models. Since over 50% of Beacon's work is focused on leading a new order of things, this is a unique approach that has been used in hundreds of engagements.

Beacon's Growth Framework

As thought leaders in growth, Beacon has distilled the growth planning process down to a well-bounded set of pathways that all businesses must consider as they determine their growth strategy. Think of it as the physics of growth, a process and framework that bounds the arcane art of growth strategy development. This is at the core of all planning exercises our firm executes. It's a must-see for strategists and those running a planning exercise for the first time.

Adjacent Market Framework


A model developed to take the guesswork out of the challenge of  identifying potential adjacencies for core technology, Beacon's Adjacent   Market framework is used to quantify and compare market opportunities   on an apples-to-apples basis. It is a powerful collision of market fact and analytical rigor to provide a forced ranking of potential   opportunities our clients can pursue.

Hamstring Framework


With twin goals of starving cash flow and securing sustainable share from a competitor, the Hamstring framework looks at competitors in their entirety to identify exploitable weaknesses. The output of a study like this is useful for companies who find themselves suddenly losing share to a new competitor, or those companies entering new markets who are looking for smart strategies to take on the incumbents.

Constricting Markets Strategic Framework (CMSF)

Developed in 2008 in response to the economic crisis, the Constricting Markets Strategic Framework outlines our multi-layered approach for companies to defend and grow in a declining economy. It has proven its worth over the past several years in client engagements.  Its novel approach is based on the premise that market actions are implicitly unpredictable in a market in flux, and savvy competitors fundamentally change their business models to respond accordingly.