What’s the biggest challengefacing pharma marketers today?
You read the papers. You’ve seen the numbers. You have to live andwork every day in a perect storm o challenges, including…
that, between now and2015, will erase over $130 billion in revenues.
that analysts predict willtake at least a decade to turn around.
rom generic competition,healthcare reorm, and growing managed-care demand orrebates.
legal, regulatory, and legislative
levels, in whichonly 11% o Americans now say the pharma industry isgenerally honest and trustworthy.
But the biggest challenge conronting every pharma marketer todayis none o these. It’s
My brand? Irrelevant?
How can an industry that spends over $4 billion annually onadvertising alone
possibly be in danger o irrelevance?By taking our eyes o our customers and ailing to change theway we engage with them as their needs, values, and behaviorshave changed.
spectacularly. It delivered a genuine service to consumers by raisingawareness o underdiagnosed conditions and the availability o newand eective treatments or them.But success can be seductive…and dangerous i we ail tounderstand its source.
right schedule, the right spend, and the right number o GRPs couldguarantee dominant share-o-voice and mindshare — and that thisdominance would reliably translate into positive consumer belie andpurchase intent.It was never mere reach and requency or share o voice that made
And to the degree that we have, as an industry, orgotten this, thevery practices and assumptions that once brought us closer to ourcustomers now threaten to pull us ever urther rom where ourcustomers are…
and where they want us to be
Not in Kansas anymore
Our customers today — consumers and healthcare proessionalsalike — are swept up in a rising tide o expectations or customer-centric, service-based marketing, created by marketers such as BestBuy, Apple, Amazon, and Nordstrom. And increasingly, they measureall marketers against these high standards.At the same time, they are living in a hyperconnected world, wherethe prolieration o new digital and mobile tools give them the power,not only to tune out marketing that does not deliver real service, butto consult, in its place, the experience o hundreds or even thousandso people like themselves.
messages are relegated to an increasingly peripheral position ininuencing consumer decisions.