Hi. We just met. You trust me, right? You have confidence in the results I’ll produce for you. You’re willing to give me all your business over other people you’ve worked with for years, right?
Wrong. I have to earn your trust, your confidence, and your business.
All too often, I’m seeing positioning statements littered with cliché closing phrases that supposedly resonate with doctors. Things like, “so doctors can confidently make a difference in the lives of their patients” or “so you can trust that you’re helping to improve their overall quality of life.”
The problem is that these emotional end benefits will not be granted right out of the gate, but have to be earned over time.
Don’t believe me? Well, ask yourself a few questions.
- How can a physician have confidence in your brand and what it will deliver if they have never used it?
- Why should they trust your product when they haven’t seen how it compares to the brands they’ve used for years?
- How do they know how they will feel when they prescribe this product if they haven’t heard patients play back their first-hand experiences?
The value of physicians connecting with brands on an emotional level is undeniable. In fact, it was validated in a recent survey from Harris Interactive in January 2013 (Harris Poll Physician PulseSM). But what was also clear from this study was that the pharmaceutical medications highest ranked in terms of trust have been on the market for years, if not decades, and physicians have had significant prescribing experience with each one.
So when you’re working on positioning your brand, keep in mind that you need to give physicians a practical reason to prescribe when you initially enter the market. Over time, you can migrate to an emotional benefit once they’ve had time to actually establish a connection to your product.
At the end of the day, prescribing is just like dating. You need to go out at least a few times before you say, “I love you.”