The Death Of The Brand

There once was a time when big brands could to an extent rest on their laurels, sleeping soundly with the knowledge that they held the monopoly on their respective markets. Then one day the big bad internet of ideas jostled its way onto the scene, bringing with it a proliferation of new products and plucky start-ups.Fast-forward to the present and the customer is now at the steering wheel, with multiple destinations in front of them and multiple means of getting there.Why will they come to you? To survive in this new marketplace, companies must be nimble and adaptive, listening attentively to the needs of its customers. This will mean going back to the drawing board for some. The pharma industry is currently swallowing this pill as it attempts to reorient itself from a brand-centric approach to a customer-centric one.What levers will pharma use to achieve this end? What value will it bring to one of pharma ’s most immediate and most crucial customers – the HCP?High Stakes In the biosimilar space, the customer-centric stakes could not be higher. How do you differentiate in a competitive landscape when your product has no clinical differentiation?This is a question Georgina Rizik has been grappling with in her capacity as the Global Commercial Head of Oncology Biosimilars Franchise at Boehringer Ingelheim. The only conceivable path is customer-centricity, affirms Rizik.With no clinical differentiation to fall back on, Rizik has had to devise a cohesive customer experience ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news