freethinking...

Healthcheck Newsletter Issue 6 freethinking...

Using immersion techniques to get closer to the pulse of the customer

"Achieving customer centricity"

Companies who want to be successful in the 21st century know that they cannot rely on the old adage that “a good product will sell itself”. With intense competition in crowded markets (even emerging markets), a product-led strategy will fail to deliver clearly positioned brands and eventually drive down profitability. To ensure sustainable growth, particularly in the face of global recession, companies need to ensure their focus is on the needs of the customer and organise their resources in a way that is entirely customer-centric.

"Maximising patient adherence by leveraging the patient/ physician/ pharma relationship"

Consider the scenario – the physician has been detailed, is sold on your brand’s benefits and prescribes it to the patient. Unfortunately the patient, perhaps unconvinced of what the drug will do for them, either doesn’t fill the prescription or fails to adhere properly to the treatment regime – that’s assuming they even present in the first place. It’s a common problem, especially for chronic diseases like diabetes, hypertension and osteoporosis, and one the pharmaceutical industry has invested much time and money trying to solve. Some companies have responded by developing sophisticated technological solutions, such as wireless devices, that remind patients when to take their medication. Unfortunately these solutions have not raised adherence levels because they have failed to get to the heart of the matter.