Knowing what your customers want is critical for success, this is true in healthcare and in the wider business world. Customer satisfaction can’t be achieved if you don’t know what constitutes this.
How well do you really know what your customers want? If the answer is not very, it may be time for a change of strategy.
Knowing what your customers want is the fundamental principle underpinning marketing. The Chartered Institute of Marketing defines marketing as, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”1. To satisfy customer requirements, you must first know what these requirements are.
There are numerous methods for collecting this information. The first, and arguably most obvious, is to ask. This can be done formally using proven market research methods, or informally during one-to-one customer interactions. Conduct both primary and secondary market research, and use any data which you already have to inform your findings.
Really understanding customer wants allows organisations to grow. If you know your customers, you should also be able to anticipate their future needs. This helps businesses stay ahead of the competition.
Once you know what your customers want, it is important to find out how they want to receive communications. Large consumer brands targeting millennials may turn to social media, utilising apps such as snapchat, whereas B2B customers may prefer to receive more formal communication.
In healthcare communications, tools used to communicate with patients are likely to be very different to tools used to communicate with doctors.
To provide an example of the type of data needed, Leading Brands Middle East Medcomms Report 2014 discusses findings from a survey of healthcare professionals on healthcare communications and pharma marketing. Results published in the report shed light on marketing within the healthcare sector, such as nearly 80% of physicians surveyed find e-detailing sessions with sales reps effective. Just over 60% are in favour of receiving HTML mailers. This type of information allows businesses to make informed decisions when choosing marketing communications tools.
1. Chartered Institute of Marketing. http://www.cim.co.uk/more/getin2marketing/what-is-marketing/. Accessed on August 23, 2016