Recently, I was asked by a former colleague to provide some inputs as he prepares to launch his new product. Upon sitting down with him he immediately posed a question: “What do you think is better, holding a press event to launch my product and/or simply putting up a billboard along EDSA?” The quick inquiry caught me off-guard. I replied that the answer is not an “AND” nor an “OR” but rather a proverbial “it depends.” My answer did not seem to impress him.
Choosing a mode of communication is not a simple task. It reminds you to revisit objectives and see what your main purpose should be (whether ensuring awareness or perhaps eliciting action).
The case of Genzyme Corporation came to mind. Genzyme is one of the world’s leading biotech companies particularly focused on rare inherited disorders. They are in a tough situation. Few potential customers and high research costs leave them no choice but to lever up their prices. The diseases they focus on are so rare that a lot of physicians have not even heard of them.
Moving into the Philippines, Genzyme could have easily arranged for billboards across the metro to increase awareness, yet they opted to reach out to the media and the blogging community through a press event held several weeks back. My former colleague asked “Why so?” and honestly, I can’t exactly know but my marketing intuition has led me to highlight three key points.
Communicating “stories” not just messages.
We hardly care about diseases that do not affect us but once we hear about the hardships and the struggles of people with these disorders, it is then that we truly listen. In cases like these, it is not enough to “tell” others but more importantly to “touch” the hearts of these individuals in order to make them care.
Creating “causetomers” not just customers.
Genzyme products and disease categories are far from simple. They need champions who would take the time to fully understand its uses and cheerleaders who would advocate its cause. Lastly, they need people who would support their cause. Genzyme products are expensive yet essential to the lives of people afflicted with rare disorders. They need to constantly look for organizations who would act as funding sources in order to sustain treatment. With the current global economic crisis it is already hard enough to sell directly to customers. It gets even harder when you need other entities to purchase it for them.
Building “momentum” not pressure.
The ball has already rolled. Senator Angara lent his support to people with rare disorders by filing Senate Bill 3087, the “Rare Disorder Act of the Philippines.” It aims to promote awareness, increase research funding, and improve the capacity of medical practitioners in diagnosing the disease. Considering the various sensitivities of legislation, it is important to build on this action and not cause any undue pressure that may derail its approval.
My final prescription for my former colleague is that there is no best mode of communication. You must revisit your objectives and find yourself the right enzyme that will enable your business to hasten market reactions and catalyze change.
The author has been with the pharmaceutical industry for more than 12 years and is currently a Senior Research Manager with Taylor Nelson Sofres (TNS). He is a student in the Doctor of Business Administration program of the Ramon V. Del Rosario Sr. Graduate School of Business, De La Salle University-Manila.
from Managing for Society Column Manila Times (Print & Web Editions), April 14, 2009 Enrique Antonio B. Reyes, RPh, MBA
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