Development of a methodological approach to micro-segmentation of beneficiary categories of citizens (on example of the Novosibirsk region)

Introduction. To assess the effectiveness of the executive bodies of the constituent entities of the Russian Federation (RF) in implementing the delegated powers to provide citizens, included in the Federal Register of Individuals Entitled to receive state social assistance with medicines for medical use, medical devices, as well as special medical foods for children with disabilities, monitoring the amount of funding, completed contracts, made supplies of medicines, and also the analysis of beneficiary categories of citizens using pharmaceutical marketing tools and segmentation, in particular, are needed. Aim. Development of a methodological approach to micro-segmentation of beneficiary categories of citizens (on the example of the Novosibirsk region (NR)). Materials and methods. The sources of information were the Federal Register of Individuals Entitled to receive state social assistance as a set of social services (for the NR); departmental materials of the Ministry of Health of the NR, Novosiboblfarm, the database of Novosiboblfarm on the cost and number of provided prescriptions over the period of 2019–2023 by municipal districts (MD) and urban districts (UD) of the region. Research methods were: content analysis, logical, statistical, retrospective, and marketing methods of analysis. The developed methodological approach included segmentation of beneficiaries according to a geographical criterion, the level of provision (financing) of beneficiaries. Federal and regional beneficiaries exercising the right to social support measures were segmented by gender and age, as well as criteria such as categories of citizens, categories of diseases, and population groups under the legislation of the RF. A comparative analysis of the identified segments over the period of 2019–2023 was carried out. Results. According to the geographical criterion, two segments of beneficiaries are distinguished: those living in UD and those living in MD. The segment of beneficiaries who lived in the UD was 3,92 times higher than the segment of beneficiaries who lived in the MD of the NR. Segmentation according to the criterion “level of provision (source of financing)” allowed to identify two segments of beneficiaries: federal (proportion in 2023, 26,17%) and regional (proportion in 2023, 73,83%). During the period analyzed, the proportion of the federal segment increased by 19,12%, while the proportion of the regional segment decreased by 8,29%. During segmentation by disease category, 9 segments of beneficiaries were identified, with an increase in the following segments: rheumatism and rheumatoid arthritis (by 22,93%); diabetes mellitus (by 36,75%); bronchial asthma (by 29,73%); Parkinson’s disease (by 0,96%); tuberculosis (by 3,29%); schizophrenia and epilepsy (by 31,60%); others (syphilis, AIDS, HIV) (by 3,72%); in two segments (cancers and glaucoma, cataract) the increase had a negative value: –0,65 and –11,8%, respectively. Conclusion. Micro-segmentation-based monitoring of beneficiaries will optimize the activities of executive authorities responsible for implementing beneficiary provision of medicines, improve the system of regional drug management, which, in turn, will allow the implementation of state guarantees for the social support to the population on a full scale, create conditions and mechanisms for the effective use of financial, material and information resources, ensure the stability of providing the accessible qualified medical care.