“A customer is the most important visitor on our premises; he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” – Mahatma Gandhi
Last week we had the honor to become part of 5th Annual Pharma Marketing Summit in Berlin, where digital strategies improvement and patient centricity became the most discussed questions. Our team had a great chance to exchange expertise with the top industry movers on the latest tendencies in digital marketing, as well as the most common challenges and solutions to them while implementing the proper digital strategy in life sciences. Additionally, Viseven team presented a set of unique digital solutions for life sciences communication empowerment – Viseven Content Mobile Suite and partnership with Qstream – providers of the ultimate solution to med reps’ education. We would like to share with you some key takeaways from the event – and hope they will be of use to you.
Digital revolution does not discharge field forces
“Spend a lot of time talking to customers face to face. You’d be amazed how many companies don’t listen to their customers.” – Ross Perot
Though lately there have been some talks that digital communication will completely replace the sales reps work, it is not so at all. The point is that by using it, each field force gets more touchpoints with the physicians and pharmacists. What is more, with smart digital solutions, like Viseven Content Mobile Suite, med reps get a chance to spend less time on each visit, involve customers into two-way dialogue, thus reaching better results in shorter terms.
Be there where your customers are by using multiple channels of communication
“Know what your customers want most and what your company does best. Focus on where those two meet.” – Kevin Stirtz
The modern world dictates everyone to always stay connected on multiple devices and receive information on the go. That definitely simplifies the product promotion – just define what type of digital content your customers want to get and present them the information about your products in that form. Thus, pharma brands can expand communication channels, going beyond the face-to-face approach – be that personalized emails, social media, video messages, micro websites or mobile applications. Some indisputable benefits of using various digital channels are that you can reach remote territories and cover larger audiences at lower costs.
Humans go first, then go products and services
“Here is a simple but powerful rule: always give people more than what they expect to get.” – Nelson Boswell
Undoubtedly, life sciences companies understand the importance of providing customers with real value, but it is still hard for them to put customers primary to the brand and products. Naturally, every brand is used to thinking of its marketing plans, product portfolios, budgets, competitors etc. Besides that, the shift to patient centricity is even more complicated because many companies consider that patients for the most part do not make brand decisions. In fact, it is not so, as far as value marketing communication depends on understanding customers on a deep human level and knowing all socio-cultural peculiarities of their everyday lives.
As a result, by studying customer habits, preferences and needs, pharma companies will be able to deliver relevant interactions and anticipate market demands. Thus, starting with the satisfied customer, they will smoothly shift to company prosperity. Sounds good, doesn’t it?
Less than in a week our team will gladly discuss these and other burning questions with you in person – at eyeforpharma 5th Annual Multichannel Customer Experience Summit. See you in London!