Life science companies, and indeed companies in many industries, often get caught up in thinking about their products or services in terms of their features and benefits. Customers are often grouped by demographics. This type of thinking, however, often doesn’t lead to the best solutions for your customers needs.
There is a common saying that circulates among business and marketing aficionados (that I believe originated from a Harvard business professor) that no one wants a quarter inch drill – they want a quarter inch hole. If there was a tool to perform the task of making a quarter inch hole that was better suited to the job than a quarter inch drill, people would use it. Despite that, most companies selling drills focus their marketing on the drill, not the holes that the drill produces. When not focusing on the tool, many marketers focus on the customer or the market – trying to segment them into demographic baskets based on any of a wide number of criteria.
What doesn’t get the necessary amount of focus is the job that needs to be done. While life science companies actually do a better job of this than companies in many other industries, many life science marketers still lose sight of the purpose of the tool. No scientist has an inherent need for a thermal cycler. What the scientist needs is more copies of a genetic sequence. The thermal cycler manufacturer that will be positioned to have the highest ROI is the one that understands that and focuses on the job that needs to be done – amplification of DNA.
I won’t spend any more time on this topic because I don’t believe there is an epidemic lack of focus on the jobs that life science tools are meant to perform. However, there are many exceptions, and there have been many instances when a life science marketer or an entire company lost focus on the job that needed to be done and placed a highly disproportionate amount of focus on the product or the customer. Be sure you’re not the one that loses focus. Ask yourself on occasion what the jobs are that your products and services are being “hired” to perform. If you don’t have a solid answer, or if you’re not basing decisions on that answer, then it may be time to refocus.