Step up your game or expect to be left behind: that’s the message to pharmaceutical brand managers. There’s a new mindset among physicians and patients who now expect to interact and relate to these brands in the same way they connect with consumer brands in their everyday lives. The pressure is on, requiring new strategies that are clearly more viscerally related to the customer.
Make the information available and accessible – on their terms. When communicating information that goes beyond core brand content, it needs to be delivered on the customer’s terms – the channel, format, and timing of his or her choosing. Digital and traditional channels are now conveying brand messages, but this doesn’t mean physicians have easy access to the information they need when and how they want it.
It’s important to transmit the brand promise through every customer interaction,and create meaningful customer engagements that drive brand adoption and loyalty.
Customer engagement is worth the investment. Gallup advises that a customer who is fully engaged represents an average 23 percent premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer. This not only justifies the upfront investment, but also validates the need for ongoing dedication of resources.
Improve upon the overall customer experience. Each element of the process in developing customer engagement can drive brand growth and optimize resources. It’s a continuous cycle of evaluating results and deepening customer knowledge so that each interaction with the brand has meaning for the individual.
Multiple data sources, analytic methodologies and research avenues exist in combination to build the customer insights that drive successful customer engagements.
For example, longitudinal patient data, combined with clinical notes and other traditional data sources, can reveal treatment patterns that could be used to predict financial value and establish brand adoption goals at a physician level. Advanced analytic methodologies can uncover causal relationships and reveal customer behaviors and sensitivities that help define the “Moments of Truth,” tipping points in the decision-making process that allow the customer to continue on their journey.
Moving from Awareness to Advocacy. Every touch point must deliver the brand promise and move the physician down this path. Whether the touch point is about exploring a clinical study, clicking through to an eDetail, writing a script, or sharing with a peer, each must have a strategy that drives engagement.
For example, a brand can reinforce the physician’s treatment choice by delivering a message that includes post-launch outcomes data, brand adoption statistics or physician satisfaction feedback. This reinforcement, coupled with his or her patient’s success on therapy, influences a critical Moment of Truth.
Today, customers research, compare products and read peer recommendations, and they reward brands that meet — and exceed — expectations with adoption and loyalty. When done right,it’s a win-win for both customer and company alike.
For more information, download Alliance’s white paper “Customer Engagement Strategies Drive Brand Growth” here.