PRODUCT MARKETING FOR SUCCESS

In order to differentiate their drug products within a competitive market, pharmaceutical companies are moving away from “launching a product” and are focusing on launching an experience . By heavily researching both patients’ and providers’ needs, marketers place the customer experience and journey at the forefront of product launch strategy.

Marketing Personas – The Paradigm Shift of Launching Strategy

One way to market the customer experience is to create a persona. This persona represents the target audience, which is the patient or the provider who will contribute to the drug product’s brand.

The company conducts quantitative segmentation analysis in order to understand key elements such as customer profiles, behavior patterns, pain points, decision-making drivers, and customer goals. Afterwards, a three- dimensional portrait can be created using qualitative methods to illustrate patient and provider personas.

For example, prior to launching a new therapy campaign for diabetes, a company can investigate the diabetes landscape to create personas of their target audience Both the patient and provider personas become the starting point for marketers to develop an experience that highlights key interactions common within the diabetes landscape.

Resources to Expand Your Knowledge on Marketing and Commercial Areas

• Pharmaceutical Marketing: Tactics & Techniques

• Driving Towards Marketing Excellence

• From Product to Customer Experience: The New Way to Launch in Pharma

• Managing Marketing Plans & Strategies in the Pharmaceutical Sectors

• Management and Marketing in Pharmacy

• The 7PS Digital Marketing Mix for Pharma

• A B2B Pharma Market Research Guide to Ensure Your Marketing Campaigns Can Succeed

• Closed Loop Marketing in Pharma

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