Sales colleagues always complain that there is no novelty in marketing activities, in addition to meetings or meetings; carefully organized meetings, doctors are reluctant to participate; it is difficult to invite doctors to the venue, most of them are buried in playing with mobile phones; the activity is over, the doctor's concept and behavior are still not moving; a variety of learning and collaboration groups only think of your brand when they need to pull sponsorship...
The above troubles of the marketing department colleagues may encounter, every year the brand plans to plan everyone or rack their brains to come up with new projects, or the old activities with the hottest artificial intelligence, big data and other tall shells wrapped. The exploration of these promotional projects may be useful, but do they really hit the biggest problems that brands are currently encountering, and at the same time link up with brand strategies? In the two-day training, the best MKTer evergreen teacher in the pharmaceutical industry inspired everyone to think with a wealth of industry cases, and led everyone to rethink the nature of the promotion project and the possible optimization direction.
Start with the C-Ivy case
In the early years, public opinion on the group of interventional doctors was full of negative public opinion such as "excessive treatment", and at the same time, in order to build a moat for the defense of heavy competitors in advance, C-Ivy (China Interventional Doctors Make Cardiovascular Younger Project) came into being. As the first brand to choose to stand with interventional doctors, it almost does not involve the Lipitor brand, but from the basic fact that interventional doctors are more severe surgery than drugs, by redefining the treatment concept of successful interventional surgery and the overall management of drugs as surgical escorts, successfully mobilizing customer interest. Through years of painstaking management, constantly adding new elements with project upgrades, C-Ivy has become a brand activity that the interventional doctor circle is willing to participate in, and even surpasses the power of the product itself when solving problems such as strategy landing, and also leads the interventional doctor to a better and more advanced place.
Customer perspective
The inspiration for the C-Ivy success story is multifaceted, and I feel the most two things. First, the customer's perspective, not the self-deprecation. Usually there's a super gulf between what you want others to do and what others really care about. How do you cross this divide? Usually, you can't just look for answers in the brain of the product manager, but in the brain of the customer to find the answer: what does the customer care about, what cares most, what is the main line of diagnosis and treatment? Then associate what you want the customer to do to the things that the customer really cares about, and then make the customer interested and enter the customer's brain, and finally implement it everywhere. Of course, in addition to promoting behavior change, we can also use the "customer perspective" way of thinking to examine daily work, from how to write invitations to meetings, poster copy, to how to persuade sales to be willing and enthusiastic to execute market projects, apply for more resources and support, etc. From this point of view, the daily work of the marketing department has room and direction for continuous improvement.
Tell a good medical story
Second, product managers should work with the medical department to have the ability to distill the medical stories that are of interest to customers after integrating numerous basic research, guideline recommendations, clinical evidence, etc., rather than just staying at the primary level to find different products. Why is it that after talking to doctors about so many studies and guidelines, doctors are never touched? And another flashback method first to the doctor to paint a picture sense of the patient story, to lift the doctor's appetite, but this way can stimulate customer interest?
Because perception and emotion usually arrive instantaneously, cognition encounters resistance. We feel the plot and experience the emotions in the story, and convince ourselves of the experience we have learned, while the advice and suggestions of others are ignored by default. Making good use of a variety of ways such as creating a sense of picture, analogy, visualization, etc., will tell a medical story, enhance the motivation of doctors and weaken obstacles, and is the most important skill for future product managers.
Successful cases can not be directly copied to their own brand, only from the experience to purify the essence of the method behind, and then derived from the purification of their own way of play, can be regarded as a truly effective understanding and learning. Thanks to Teacher Chang's dedication, upgrading thinking to point out the direction, now it is time to continue to advance from method to play.