There is an old saying in project management that goes something like, "Fast, good, or cheap – pick only two."
There is an old saying in project management that goes something like, "Fast, good, or cheap – pick only two." Known as the Iron Triangle, the general concept is that you have three choices when making a product:
While it has long been believed that accomplishing all three isn't possible, we have done just that with our innovative digital media platform, Snakker™.
Explicitly designed for interaction, Snakker™ helps pharmaceutical companies create interactive customer journeys, Snaks™, to engage viewers and uncover fresh insights and perspectives.
The pharmaceutical industry's digital advertising and mass marketing spending lags behind by quite a margin. The traditional nature of pharma could be holding back its potential in individually reaching health care professionals.
While the pharma industry is slowly beginning to adopt more digital initiatives, they have always been one step behind in the ability to connect with their audiences wants and needs. It is time for pharma to join the digital party, and Snak™ could be their ticket.
Pharma marketing traditionally has been sporadic and disjointed focusing too narrowly on the product's clinical value. This can lead pharma companies to overlook the most powerful driver of success: the customer experience.
The pharmaceutical industry has been slow to the party in this regard. While companies across various sectors have been increasingly organizing their business operations around their customers' needs, not only regarding the value derived from the product or service itself but the entire customer journey, pharma has been lagging behind.
Even before coronavirus struck, launching a new product was rife with challenges. 40% of worldwide drug launches between 2009 and 2017 failed to meet their two-year sales forecasts. Intensifying competition, increasing pricing pressure, growing access challenges, and the economic fallout of the pandemic are all contributing to the sense of malaise.
It is also clear that major shifts in how HCPS interact with pharma companies will present a challenge for the traditional launch model, with a reliance on face-to-face meetings with physicians and its "one size fits all" approach to engagement.
Pharma companies need to play catch up. A strong clinical profile is no longer enough to guarantee a distinctive launch. To succeed in the digital age, pharma companies need to promote not only products but also experiences.
The traditional pharma commercial model will likely struggle to adapt to an increasingly digital world. Now that reps feel safe to venture back into the field, they will need to adopt a new approach to launches: one that is digital, local, and personalized.
Customer satisfaction is of great importance in pharma. A recent study conducted among 600 immunologists across Europe and the United States found that when prescribers are fully satisfied with their journey for a particular drug, they are more than twice as likely to prescribe it.
By paying greater attention to the customer experience, pharma companies can increase satisfaction and boost sales and market share. To succeed in pharma, organizations need compelling customer journey experiences.
With HCP's preferences so variable and changeable, pharma companies need clear, up-to-date information to gear messages to each physician and patient's needs and concerns.
Over the past decade, customer preferences have changed drastically, with the public favouring content which is relevant and to the point, created by people they trust and delivered in a way that is easily consumable and rewarding. The only conclusion that can be drawn from this is passive, and long-format marketing content has fallen out of fashion.
Healthcare professionals are increasingly looking to pharmaceutical companies for high-level, non-promotional scientific content and expect immediate access to digital resources and services. Pharma needs to shift from quarterly campaign cycles to sustained marketing. Today markets move fast, and information is omnipresent and readily available. The Pharma industry needs to keep pace. Many marketing teams strive for perfection over speed, form over substance, celebrity over reality and are sluggish and expensive in pursuing these goals. The solution: Snakker™.
Whereas most online content is limited to posting videos, pre-recorded presentations, or other linear media, which is designed to be presented sequentially, Snakker™ is designed for interaction. Whether posing fun multiple choice questions or asking for customer feedback, adding sophisticated Cues™ to your Snak allows you to engage directly with your audience.
Rather than dictating their interactions or attempting to control the customer journey, Snaks™ gives the consumer control over their journey. They can explore the information that is of interest in a way that they are capable of consuming it - video, podcast, article, whatever they want.
With HCPs' preferences so variable and changeable, pharma companies need clear, up-to-date information to gear messages to each physician's needs and concerns. This is achievable through the specific Cues™ you inserted. The participant's freedom of choice provides you access to valuable qualitative information allowing you to see where they started reading and how they decided to view the material. This information is invaluable, allowing you to optimize your marketing efforts and provide consistent content personalized and relevant to your customers.
This sort of insight is unknown in the pharma world right now, with current schemes being created blindly. We have cracked the code!
Total pharma advertising spending topped $6.58 billion in 2020, with many drug manufacturers spending more money on selling and marketing costs than on research & development (R&D). Snakker™ changes that, offering a more personalized, customer-centric, and effective way of appealing to your audience at a more affordable price.
You no longer need to choose between good, fast, or cheap. Just choose Snakker™.
If you’d like more information you can visit our website or reach out to help@snakker.io
