Relevant to your audience (your audience is not marketers in your group)
Marketers will spends lots of time and money on testing and retesting ad messages but when it comes to CRM they often feel that one message fits all segments. As patients become more and more fragmented what is relevant to one segment may not be relevant to another and thus winds up in the trash can unread. No wonder pharma marketers can't find a CRM program that works they have not been willing to invest the time and money into a working program and then there are the people within the organization who want an ROI and can't measure brand and company equity by delivering relevant information that people actually want and need.
Duh 101 !!!
It's actually ironic
that consumers and patients will spend hours and
hours surfing the Web for health information but
there isn't a pharma company yet that can deliver the
information people WANT on a regular basis. That's
because of a couple of issues with content. First
there is the credibility content gap; people don't
trust your information so you need to find credible
sources of information that your patients and target
audience trust. When I launched Cialis.com we
purchased information from both Harvard Medical
Newsletter and John Hopkins Medical school because
this was information that our audience wanted and
needed. The information was generic in nature but
there was also some information on the class of drugs
and my feeling was that consumers were going to get
this information one way or another, so better to get
it on my site than go to a competitors !
A CRM program, if implemented correctly, can yield
great results in patient compliance and brand
loyalty. It requires an intimate understanding of
what your audience wants and needs so that
information can be defines by rules in your CRM
software. You can't expect to send out a newsletter
for all your registered users and get results. You
need to understand what's important to each
sub-segment and ensure that your providing them with
information THEY find valuable. That means weighing
the program more in favor of your customers needs
than your business needs but in doing so you'll find
that you can establish a dialogue with your customers
and start to win trust.
One of these days someone within pharma will get a
CRM program right but until then it will be more
marketers scratching their heads trying to figure out
"where we went wrong" as accounting and senior
managers are asking for an ROIU analysis.