The Two Most Valuable Tools in the Pharma Sales and Marketing Kit

Distinct Frameworks Guiding Different Commercial Actions

As pharma companies become increasingly insight-led and analytics-enabled, the industry has seen exponential growth in the number of available HCP signals (claims, EHR, affiliations, digital engagement, field interactions, and research insights). To translate these signals into action, sales and marketing teams typically use two frameworks: HCP segmentation and High Value targeting (HVT). While frequently discussed together, they are designed to answer different questions; are built using different inputs; and are operationalized in different ways. Understanding the distinction ensures that the right analytic approach is applied in the right decision context, and the downstream execution is fit-to-purpose.