DESIGNS FROM EXPERIENCE

Getting consumers to engage with marketing message increases the likelihood that they will engage with the brand. In pharmaceutical marketing, credibility and relevance are crucial elements in driving engagement with the marketing message. If your ultimate goal is to communicate with consumers, the four fundamental steps you should take include: 1. Research your customers and identify their needs. 2. Document your marketing objectives, your strategy, and the underlying rationale for selecting the tactics that support your strategy. 3. Implement business rules to support the user experience you have designed. 4. Develop a process for measuring program success. To achieve the best customer experience pharmaceutical marketers should: 1. Research, research, research. 2. Document and re-document. 3. Implement business rules to convey a relevant user experience. 4. Maintain and optimize against your marketing dashboard.