“ Three Conclusions ”
To Make a Big Behavioral Change in Your Market
I reached three important conclusions that helped me making big behavioural changes in the Big Pharma commercial world for the past 19 years.
First, never rationalize customer behavior
because rational behaviour and logic are not sufficiently influential in the decision-making process.
Secondly, don’t depend solely on expressing just your product’s functional benefits
because the function of your products is not the most influential factor in your customers’ decisions.
Third, be mindful that most of your customers’ consumption behavior is based on the Sign Value and the Symbolic Value because of what the product or service says about themselves.
The Information Age
We’ve been living in the Information Age for decades now and it’s important to recognize how the psychology of this Age affects our strategic market planning. Because of the pervasiveness of the Internet, physicians interested in your company’s brand already know every single thing about it long before you first sit down to write your marketing campaign and begin explaining all its benefits and features.
You’re mistaken if you think your main task as a strategic marketer is to inform your physicians about your product because this information is already available well in advance. Should a physician want to know about the functional aspects of your product, they can read it for themselves without your assistance. This is why, when addressing your marketing campaign, you must not only address your brand’s functional value but also the other two values in your messaging. This is actually a benefit for you because it allows you to focus on the value of the brand, with particular focus on the Sign Value and Symbolic Value, instead of getting caught up with elaborating already familiar details.
