Customer Segmentation in Pharmaceutical Industry Assisting the Decision Making of Marketing and Sales Managers Based on RFML Model.

In pharmaceutical industries, marketing and sales managers face many sales data from distributor companies. One of the methods that might help them to control the market, competing with rivals, devising the best plan to increase the sales and finally organizing the business activities, is to know about possible segmentations of costumers. The main purpose of this paper is to help the pharmaceutical industry marketing and sales managers, by the way of setting and analyzing different segments of costumers and to give proper suggestions that are appropriate for each segment, in order to maintain and increase the purchase trend using data mining methods. In this research based on regency, frequency, monetary and the purchase duration variables in RFML model, pharmacies are divided into different clusters and then analyzed. As a result of this segmentation, three categories of pharmacies will be recognized: premium, normal and cold and accordingly, the related analysis is provided.