Defining your target customers means identifying their specific needs or “pain points” and the key characteristics of these consumers. The demographic profile can include age, gender, income, occupation, family status, hobbies, and address. Have you defined the target audience for your pharmaceutical brand? Do you know who your ideal customer is? Who is the main customer of pharmaceutical companies? Who should pharmaceutical companies market to? In delivering supply chain excellence, knowing customer expectations is essential. But what happens if the customer isn't sure about it? The client's role is not so clear in healthcare.
Providers, both pharmaceutical and medical device companies, are confused. Who should the provider provide services to? Is he the doctor? To the hospital? The patient? The insurance company? The Group Purchasing Organization (GPO)? Pharmaceutical drugs are complex and highly regulated products, making the work of pharmaceutical marketers much more complicated and difficult. Pharmaceutical marketers think they need to go beyond customer satisfaction to truly market their products and brands to patients. Of course, there are thousands of factors that can influence the size of the pharmaceutical sector's market.
Previously, marketers had focused on the 7 Ps of patient-facing marketing, the seven fundamentals of winning the customer. When marketers incorporate the patient journey into their marketing strategies, they can learn about customer experiences, pinpoint the key challenges they face, and find out which stakeholders play the most important role in patient decisions. In this module, you will learn how the pharmaceutical industry takes a product that has outgrown the market and sells it on the market. The role of biopharmaceutical marketers is expanding beyond bringing new products to market: they are the orchestrators of a holistic experience for patients and customers, and the architects for future growth.
What's more interesting, however, is that almost all major pharmaceutical companies are now saving more dollars for sales and marketing than for research and development. This approach to pharmaceutical marketing involves the individual sale or promotion of a pharmaceutical drug to pharmacy managers and physicians. By running ads in these authoritative publications, marketers can draw the attention of physicians and ultimately sell them the effectiveness of their pharmaceuticals. That's why marketers also turn to employees to develop their culture and marketing strategies that prioritize the customer.
Pharmaceutical marketing of a drug is one of the most complex consumer behavior activities in current practice. The right techniques and tactics they can use to market often depend on the target customer, either directly to consumers or marketing to doctors. The takeaway messages in this module are that the pharmaceutical market requires strategic thinking that considers a series of contingencies. It's a disturbing statistic, compounded by the fact that the vast majority (87%) of chief executives (CEOs) expect their marketing leads to develop continuous, actionable customer information to improve marketing impact.
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