How do I make a better customer experience for my pharma clients?
Going back to the basics seems the best way to realign a strategy and identify any deviations which inadvertently creep in marketing efforts. This becomes even more important in pharmaceutical marketing efforts, due to the sensitivity of the product and product image. Additional concern is to develop a customer experience that is unique to the provider, addressing concerns and developing a mutually beneficial partnership for the benefit of patient. With that said, following are the concerns/rules that must be followed in every marketing customer experience.
1. Understanding your physician
Some of the many challenges that come to the front when embarking on the digital pharma marketing effort. Pharma marketing differs from other commercial marketing ventures in that pharma cannot carry out cookie targeting due to strict regulatory and privacy concerns. Pharma brands are the most sensitive of brands which can get affected by the slightest of wrong placement. On the digital platform, this means the forums where brands are placed must be appropriate in its content. Finally, pharma companies must comply with industry standards and adhere to FDA and Federal Trade Commission while communicating any information to the different stakeholders of the healthcare industry.
2. You may need to reduce the research group size:
Pharma researches have traditionally used quantitative surveys and analysis to gain understanding of their customers. This has failed considerably due to the above mentioned dynamics that fail to account in these studies. New pharmaceutical efforts focus on creating a one on one relation with the customer and not lumping the same strategies on a random group of medical professionals.
3. Revise your strategy every single time: tools
The new business environment is much more dynamic and fast paced than before. The strategy that you built four months ago may seem just that after four months. The marketers must develop the agility to adapt their strategies in real time. The advent of tools such as edetailing aids, portals, email marketing solutions are giving just the right information in real time to make accurate strategic changes. Your customer experiences must reflect the present need of the customer.
4. Quantity helps, but quality leads:
Understand that while big data analytics may be the key to give you an insight of trends, it is the more difficult to measure measures such as qualitative feedback. Don’t go for quick fix analysis to ease your work.
5. Pick to best to get the best:
An inside evaluation of your own team is essential to understand how capable they are to carry out the essential task of strategic marketing and planning. Bringing in the persons who are best suited for their roles is essential to craft the best strategies.
6. Experiment, fail, and experiment some more:
It’s important to have an acceptance to failure approach. Not every strategy that goes off the bat will succeed. The important thing to remember for pharmaceuticals is to be bold when testing new strategies, accept failures and use the same information as building blocks for future efforts.
Sticking to basics is an important requirement to ensure successful strategies. Based on a clear goal and mindset, the new strategies will always hit the mark and create the desired customer engagement for pharma companies.