Question

Topic: Customer Behavior

Pharmaceutical Situational Marketing

Posted by Anonymous on 9/12/2005 at 8:02 AM ET 250 Points
Hello Everyone..

I have been working in this industry for last two years as a member of product managment team. Though i have been observing Indian prescribers behavior for a long time now.
What i have found with my experience of marketing the products that in current scnerio where competion is really stiff and companies urge to get optimum results in shortest span of time.. what we call real communication and product positioning ( Due to long term gain production). Rather companies are directly invoiving thier resources for one to one marketing ( More correct to say Situational) fullfilling customers need ( Desire).
Dont you all think that by this way they may get there short term revenue. Wont it be a killing excercise for a brand? Because consumer pysche a brand which is written on fullfillment of some needs.. and since need multiplication is jut like tumour ... if its not fullfilled next time.. wht will happen to product life?
Looking forward for all the esteemed expertise comments.
Regards,
Nitin Jain
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RESPONSES

  • Posted by adammjw on 9/12/2005 at 8:18 AM Accepted
    nitinjain,

    However painful it may sound to many companies the old concept of traditional marketing is dead.That means that companies which still focus on the inside-out strategy and not outside-in one are dooomed to suffer.Whatever the industry the brand promise has gotten to be kept, whatever it takes.It means that companies have to fulfill constantly changing customers'needs.It does not mean at all you have to meet all the needs and expectation your target customers might have.You simply have to act accordingly to your brand promise.If your brand promises to solve one specific cutomer's problem, say totally eliminate excessive perspiration or dandruff in 14 days the products have to be that efficacious.

    Adam
  • Posted by adammjw on 9/12/2005 at 8:44 AM Member
    nitinjain,

    Do not limit yourselves to behavior only.It will not be enough, you have to analyze constantly your target audience expectations, which not neccesarilly are reflected in their behavioral patterns.Maintaining good communication is vital to learn as much as only possible about your customers.Listen to them and show it's important to your company.Look at your brand promise as well if it still fits with the needs your public have.

    Regards

    Adam
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