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Connecting with Consumers in Life Sciences: Developing Sustainable Competitive Advantage

White Paper Published By: Merkle
Merkle
Published:  Sep 26, 2012
Type:  White Paper
Length:  12 pages

It has been said so often that it is almost cliché: The pharmaceutical industry needs to become customer centric. Go to any industry conference or talk to any company executive and the conversation focuses on how pharmaceutical companies need to become more relevant to the customer, where the term "customer" includes physicians, patients, pharmacists and caregivers, among others. Yet for something that is so widely agreed upon, there has been little progress to achieving the goal of customer centricity. A few observations:

  • Sales force optimization and deployment is based upon the same approach that has been used for the past 15+ years.
  • Sales reps are still focused on delivering a scripted message for their brands with little recognition of the portfolio value of the physican or knowledge about what the customer is interested in hearing.
  • Even though the use of smart phones and digital media has significantly increased among customers, the dominant media used by pharma companies continues to be sales reps and TV advertising
  • Pharmaceutical companies are still organized by brands, and brand teams are organized by marketing tactic; no one in the organization has a total view of the customer.
Download this white paper for an even deeper look into the growing question surrounding the pharmaceutical industry--If customer centricity is so widely accepted as the business model that can unlock significant financial gains, why are companies so slow to adopt it?