Archive for December, 2014

The Four Cs of Customer-Centric Marketing Culture, Part II

In the last blog post, I covered the first two Cs of Customer-Centric Marketing for pharma, Commitment and Courage. We need to make a Commitment to building a data and insight culture. This begins to build the foundation of customer understanding. But as we soon discover, not everyone appreciates this level of transparency, even in your own company. We need Courage to counter the various hurdles and vested interests that stand in the way of an open and transparent marketing culture.

4cs2The next step in building customer-centric marketing is to build the technology platform to integrate every customer touch point and marketing tactic. The project involves integrating every sales and marketing tactics into a Relationship Marketing (RM) platform. We call it “RM-enabling” each tactic. This is hard work and requires an investment in new Capabilities.

Capabilities
The job of RM-enabling every tactic to bring customer data and insight back to a centralized database is a simple idea to articulate but it’s complex to execute.

Moving to outside-in, customer-centric marketing will need new RM capabilities. Capabilities is the third C.

Seldom are marketing organizations or traditional agencies equipped to RM-enable every tactic to capture that outside-in insight, and they will need to develop or hire new capabilities to do it.

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The Four Cs of Building a Customer-Centric Marketing Culture

I recently participated in the Digital Pharma East conference in Philadelphia. At this annual event, 200 to 300 pharma marketers and their agencies gather to talk about digital pharma and trade important questions. Questions like, what’s the next big thing around the corner? What should our priorities be? Is anyone doing anything interesting or effective?

Half of the attendees are new to digital marketing and were sent by their boss to learn, the other half are experienced digital marketers looking to commiserate once a year with colleagues on how challenging it is to do marketing in a regulated industry!

DPE Panel

Bringing the Outside In
I was part of a panel that addressed customer-centricity. I called my introductory talk “Bringing the Outside In.” I discussed moving pharma from inside-out thinking to outside-in thinking. This means bringing the customer into every aspect of our business.  This will impact decision-making, define success, affect what user-centered creativity looks like, and influence what it means to develop relevant content. Simply put, it’s about making the customer – physicians and patients – the central focus of all that we do.

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