DOCTORETAIL®

Building pharma brands driven by customer-focused innovation will enable companies to differentiate their products in a crowded marketplace Business consultant and author, Peter Drucker, whose thinking greatly contributed to the shape of the modern business organisation, wrote: ‘The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself’. On that basis my perspective would be that the pharmaceutical industry is not a customer centric business, which uses deep customer understanding to drive innovation at a molecule, brand or commercialisation level. A controversial statement perhaps but let us use it as a hypothesis which we can explore.  What has driven pharma industry success?   The reality is that much of the pharmaceutical industry’s success has been driven by three core areas:  Smart R&D engines (in many cases now faltering)  Effective patent extension, life cycle manageme...

THE LIFE OF THE LION: FIVE LESSONS LEADERS CAN LEARN FROM LIONS What is the first thing that comes to your mind when you see a Lion or hear about one?  Is it its strength? Is it its fierceness and its boldness? Is it is regal, majestic bearing? Or is it its magnificent appearance? Whatever it is you know about the Lion, you will still have to agree that it is a special animal, in fact it is so special that it is referred to as the “King of the Jungle” (even though it is mostly found in grasslands).  The Lion as an animal is one that every leader and aspiring leader should strive to learn from. For that reason we have selected five facts about lions and the lessons you can learn from them. FACT: A Lion’s roar can be heard from five miles away: LESSON: Make yourself heard A famous author once said “ You may have a heart of gold, but then so does a hardboiled egg.”  You may have good intentions in mind, but if you don’t say them out, nobody will know...

How To Meet Customer Needs? You May Need To Think Again Today's economic climate requires laser-focused execution. Profit margins have slimmed. A few missteps (or even one) can mean the difference between success and failure, and between profit and loss. One of the most unforgiving errors is not understanding your customers' needs. This most basic, but surprisingly elusive, information is essential to the success of any product or service offering. Many companies mistakenly believe they have an adequate understanding of the needs of their customers. But these same organizations often experience product or solution offerings that don't reach their potential. Unfortunately, determining the real needs of a potential customer is not as simple as asking them what they want. Many people are unable to clearly articulate their most pressing and compelling product or service requirements because determining how products could or should be improved is not forefron...