The process, timing, and vantage point for brand communication platform development has to be revamped . . . and quickly. Scientific data dissemination and internalization by our customers, particularly patients, is moving at light speed.
Professional meetings like ASCO, the annual gathering of clinical oncologists, were once strictly the concern of specialists in the field – scientists, academics, and pharma industry personnel. Brand perceptions could be carefully shaped over time with information trickled out in a controlled fashion. Those days are over. Now, the vast reach of online communication and social media means that results from a Saturday afternoon poster session at ASCO can appear Sunday morning on the blog of a cancer survivor who attended the conference (see http://bit.ly/bWjh8W).
Today’s marketer needs to begin proactively shaping the perceptions of their Brand from the outset of data dissemination. At ROF, we call this Brand Visioning – others call it pre-positioning. Regardless of the name, it’s imperative for marketers to begin actively shaping brand perceptions through a well-crafted communication platform with a distinct hierarchy in advance of launch.
Because the truth is, if you don’t do it your customers will.
Don’t set it and forget it with CRM
June 20, 2010
June 5, 2010
While ‘set it and forget it’ works for the Ronco Showtime Rotisserie BBQ, it shouldn’t be the mantra for your CRM program.
Regardless of the objective – acquisition, conversion, or retention – all too often expensive, quickly assembled CRM programs are developed during the prelaunch phase never to be independently evaluated after launch. These initiatives are costly even when done well, but even more expensive when done poorly. Periodically examining the framework for your CRM is plain prudent.
Do you have the right content? Do the communication touch points coincide with known hurdles related to use of your brand? Not asking these types of questions means that you believe nothing about the condition, market, competitive set, or your brand has changed since it was gestated. We’re not too sure how many markets like that are left.