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Main Subject - Making Brand Promises: 5 Steps to an Optimized Customer Experience
Customers encounter your brand in numerous ways: products, packaging, price, marketing, sales personnel, etc. Each of these contacts or touchpoints molds the customer’s impression of the brand. Some of these touchpoints are obvious, like product p
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
erformance, and 1-on-1 customer interactions. Other touchpoints like the product manual, monthly statements or post-sales support, may be subtler in their brand affects.
Your brand image creates expectations. It defines who you are, how you opera
Your brand image creates expectations. It defines who you are, how you opera
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
e, and how you’re different from your competitors. In essence, your brand image is a promise – a promise that must be kept.
Managed correctly, your brand will become one of your most valuable assets and the embodiment of what your business brings
Managed correctly, your brand will become one of your most valuable assets and the embodiment of what your business brings
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
to the marketplace. The customer experience can’t be left to chance. It should be actively designed and controlled in a manner that enhances your brand image. It must consistently reinforce the brand promise across every customer touchpoint or t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
e value of the brand itself is at risk.
Here are 5 easy steps to matching your customer experiences to your brand promise:
1. Identify Your Reasons-to-Believe
Your brand promise is irrelevant if your customers do not believe it. Therefore, your
Here are 5 easy steps to matching your customer experiences to your brand promise:
1. Identify Your Reasons-to-Believe
Your brand promise is irrelevant if your customers do not believe it. Therefore, your
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
promise must be supported by reasons-to-believe. This will automatically add substance to the promise and define specific expectations for the customer.
For example, an automobile manufacturer promises potential customers that Car XYZ is an “intel
For example, an automobile manufacturer promises potential customers that Car XYZ is an “intel
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
igent choice for serious drivers.” What makes it an intelligent choice? Why should the customer believe this promise?
To address this question effectively, the manufacturer should frame its promise with two reasons-to-believe…sporty performance
To address this question effectively, the manufacturer should frame its promise with two reasons-to-believe…sporty performance
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
and safety. These two reasons in essence define “intelligent choice” and clearly set customer expectations. They also give the company specific direction for designing the customer experience through tangible customer touchpoints like vehicle des
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
gn features, advertising campaigns, dealer sales approaches, and customer service activities.
2. Identify Customer Touchpoints
Each little step in your business process contains a number of touchpoints when the customer comes in contact with your
2. Identify Customer Touchpoints
Each little step in your business process contains a number of touchpoints when the customer comes in contact with your
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
brand. Your ultimate goal is to have each touchpoint reinforce and fulfill your marketplace promise.
Walk through your commercial processes. How do you generate customer demand? How are products sold? How does your customers use your products? H
Walk through your commercial processes. How do you generate customer demand? How are products sold? How does your customers use your products? H
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
w do you provide after-sales support?
This comprehensive trace of your marketing, selling, and servicing processes allows you to create a simple touchpoint map that defines your customers’ experiences with your brand.
3. Determine the Most Influe
This comprehensive trace of your marketing, selling, and servicing processes allows you to create a simple touchpoint map that defines your customers’ experiences with your brand.
3. Determine the Most Influe
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
tial Touchpoints
All touchpoints are not created equal. Some will naturally play a larger role in determining your company’s overall customer experience. For example, if your product is ice cream, taste is typically more important than package des
All touchpoints are not created equal. Some will naturally play a larger role in determining your company’s overall customer experience. For example, if your product is ice cream, taste is typically more important than package des
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ign. Both are touchpoints, but each has a different affect on our customers’ experiences as a whole.
To determine the touchpoints driving your customers’ overall experience, your organization can use a wide array of techniques ranging from quantit
To determine the touchpoints driving your customers’ overall experience, your organization can use a wide array of techniques ranging from quantit
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
tive research to institutional knowledge. The methods you use will depend on the complexity of your products, commercial processes, and your existing knowledge base.
4. Design the Optimal Experience
If you identify your reasons to believe and yo
4. Design the Optimal Experience
If you identify your reasons to believe and yo
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ur customer touchpoints and if you determine the most influential touchpoints, you should now be able to design the optimal experience. If you have problems, go back to your reasons-to-believe and determine how to express each reason-to-believe at
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ach key touchpoint.
5. Align the organization to consistently deliver the optimal experience
A holistic approach to aligning your organization to consistently deliver the optimal experience is essential. Identify the people, processes, and tools
5. Align the organization to consistently deliver the optimal experience
A holistic approach to aligning your organization to consistently deliver the optimal experience is essential. Identify the people, processes, and tools
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
that drive each key touchpoint. Look beyond employees that have direct contact with your customers.
The impacts of behind-the-scenes employees are less obvious but no less important. Similarly, the impact of workflow processes and tools (i.e. tec
The impacts of behind-the-scenes employees are less obvious but no less important. Similarly, the impact of workflow processes and tools (i.e. tec
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
nology systems) on the customer experience may be less intuitive but crucial to consistent delivery.
Identify which activities don’t align with your envisioned customer experience. Determine how to address them so that these components can be bro
Identify which activities don’t align with your envisioned customer experience. Determine how to address them so that these components can be bro
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ught into alignment.
The Final Word
Every product or service you bring to market yields a customer experience. Is it the experience you intend? Does that experience fulfill the promise you’ve made to the marketplace?
By identifying the people,
The Final Word
Every product or service you bring to market yields a customer experience. Is it the experience you intend? Does that experience fulfill the promise you’ve made to the marketplace?
By identifying the people,
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
processes, and tools that drive your customer experience, you can actively design and control your own, unique, optimized experience. The brand promise you make to the marketplace will be kept day in and day out across every key customer touchpoint
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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