In most life science companies, marketing and product development work in somewhat close contact. Marketing (as well as sales) frequently relay customer needs to product development and help them to understand those needs and adopt a customer perspective. When it comes to their own craft, however, life science marketers often fail to follow their own advice and adopt that critical customer perspective. Instead, marketers tell the tale of their products, focusing on why the product is great rather than how it fulfills a need.
A while ago, we posted about the end of solution sales; how customers typically will be 60% of the way to completing their purchasing decision before ever contacting a supplier. This means that solution sales are becoming less effective. At 60% of the way through the buying journey, customers know what their problem is, what their needs are, and already have (at least superficially) evaluated a number of options. A sales rep who tries to work through all that all over again with the customer is wasting their time. However, earlier in the decision cycle the customer is far less certain about the nature of their need. In these early stages, customers generally seek information from colleagues or the internet (an unpublished BioBM study showed about 45% of scientists turn to colleagues first when considering a product and about the same number perform an internet search first). Marketers therefore need to engage in a sort of “solution marketing”, helping the customer to frame their own problem and needs and, in the process, showing how their products or services can fulfill those. Simply discussing your product’s technology, features, and benefits does not adequately do that job. Instead, marketers need to take on the perspective of the customer and frame their products and services around their needs.
To help guide you in creating customer-centric communications, ask yourself these questions:
• Does this communication ever address the customer? (with second-person language – “you” “your”)
• Did we clearly address the needs of the customer? Would our statement of this need still be valid if removed from the context of our product / service?
• What do we define first? The product / service or the customer’s problem that we are trying to solve?
• Did we clearly state how our product / service solves the problem? Do we offer specific solutions or simply general ones?
Product-centric marketing leaves a disconnect. The customer has a need, and the product provides a solution, but the customer is left on their own to decipher how (and how well) the product would meet their needs. Customer-centric marketing does that math for them by framing your product or service from the perspective of how it provides value and fills their needs. By adopting the viewpoint of the customer and creating customer-centric marketing communications, life science marketers can generate more demand.