The pharmaceutical field,
… where products are not just ordinary goods but also solutions for health.
… where the users of the products are rarely the ones who decide or influence the choice of products.
… where the purchasing process involves many stakeholders.
Identifying the right target customers and understanding their insights is the key to unlocking the door to their hearts.
What will you gain by mining this “gold mine of insight”?
1. Deep understanding of motivations, barriers, and underlying desires
Insights help you see what customers truly need, allowing you to build precise and effective messaging.
For example:
A health food brand once failed when launching an advertisement stating “calcium supplements for women are necessary.” After researching customer insights again, they discovered that the real concern for middle-aged women was losing flexibility and youthfulness. The message was adjusted to “Maintain your poise, live fully in your youth,” resulting in a 30% increase in sales.
2. Creating emotional connections with customers
Customers do not just buy products; they buy emotions, peace of mind, and a higher quality of life.
For example:
- A post-operative pain relief product increased its appeal by shifting the message from “Effective post-operative pain relief” to: “Freeing doctors from complaints about their patients’ pain,” allowing them to focus on other therapeutic tasks.
- Another pain relief product emphasized: “Helping you regain precious time with family,” creating a stronger sense of empathy.
3. Provide real solutions for latent needs
Insights help you discover and address needs that customers have not expressed.
For example:
- A successful vaccine promotion campaign shifted the call to action from “Protect your child from disease” to a more emotionally resonant solution: “Protect your child from what you cannot control.”
- A bronchodilator product A has a bronchial dilation effect that is over 20% superior to competitor B in the market, yet despite using many conveying messages, doctors (MDs) still choose to continue using product B for patients because they have been using it for decades. After exploring the insights of the doctors, they discovered an important insight that doctors are satisfied with product B and believe that this better bronchial dilation does not bring significant clinical improvement. Ultimately, they developed a symptom assessment tool to help doctors clearly see the improvement in patients when using product A.
4. Optimize resources, increase effectiveness
A correct insight helps shape a clear strategy and action plan, thereby minimizing risks and focusing resources on key touch points. Instead of “shooting in the dark,” brands can concentrate on targeting specific goals.
A correct insight not only helps you understand your customers better but also opens up opportunities for a comprehensive change in business strategy. In the pharmaceutical industry, where competition is increasingly fierce, capturing the right insights is how you connect with customers, earn their trust, and break through in sales.
Are you ready to tap into this “goldmine of insights” to create significant turning points in your strategy? Connect with Readiness so we can accompany you in enhancing this special capability.