Case Study: A Large Pharmaceutical Company 3

Client Needed to Understand Customer Values to Design Growth Strategy Client Needed to Understand Customer Values to Design Growth Strategy
Situation
This leading pharmaceutical company was adjusting its go-to-market strategy to elicit more growth. It sought to identify areas where better value creation could be demonstrated above and beyond what is currently offered by competitors, for the purpose of engendering loyalty. The Company needed a deeper understanding of how its customers valued their products and services, and those of its competitors. In particular, it wanted to know which of the following dimensions held the most/least value with its customers:
  • Face-to-Face activities and support
  • Phone and Web-Based support
  • Patient/Parent Education
  • Professional Education
  • Reimbursement/Contracting

The Client also wanted more insight into the needs/expectations of its internal sales representatives.

Solution
Based on a thorough understanding of the Client's goals, Maritz Research designed a comprehensive study to identify the key drivers and values that could maximize growth. A moderator conducted 1:1 in-depth interviews using a discussion guide to field an open-ended conversation - including both aided and unaided questions about the pharmaceutical company. Physicians were targeted by the types of products they prescribed. Nurses and Office Managers were targeted by their familiarity with the products and services of the pharmaceutical company and key competitors.

Results

  • From the interviews Maritz Research provided a report that defined key drivers to customer satisfaction
  • The report summarized differentiators to the market, and suggested improvements
  • The Client valued the actionable insight and used the information to change processes within the organization to support growth.

For more information, please visit Maritz at www.maritz.com or call (877) 4 MARITZ.