Fix the Cause, Not the Effect
Carlton Hoyt
In business, problems are an inevitability. No company ever sails completely smoothly to success. In the life sciences and elsewhere, companies often fail to step back to understand their own problems and their own situation as well as they should. Because of this, people often develop an overly simplistic view of their company’s problems and then implement solutions that are designed to merely treat the symptoms of a deeper underlying problem. Without recognizing and fixing the root cause of your company’s problems, the symptoms are certain to manifest again.
Let’s take an example. Life science company X is having a problem with half its sales force missing sales targets. On the surface, this very well may look like a problem with sales personnel. After all, if the half of the sales force is meeting expectations, why can’t the rest? The company may be keen to implement a solution which directly targets the manifestation of the problem – perhaps reprimanding the under-performing personnel or increasing incentives for those who meet performance. Would these solutions treat the problem? They very well may, especially if the cause was with sales personnel motivation, but if not these fixes will be an inefficient solution that will fail to alleviate the symptom or address the underlying problem. The problem may be in marketing and the sales force is simply not able to compensate for poor quality marketing or a lack of sufficient marketing. The problem may be in quality and the customer is just not receptive of the product as a result. Alternatively, perhaps the problem lies in the sales force’s training or a lack of technical sales support. Perhaps there are multiple causes. For the purposes of this example it doesn’t actually matter what the problem is, but you can see how one problem could have a wide variety of underlying causes.
So what can you do about this?
Before you can “do” anything, you need to ensure that you fully understand your company’s operations. What processes feed into other processes, and which have a secondary effect on others? How do these processes fit into the tasks, strategies, and goals of your company? (Answering these questions alone can reveal problems, many of which you may not have even been trying to find.) What feeds into the problem area? Once you know the answer to those questions, you can go about analyzing where the problem is originating.
Finding the cause of a problem is not a simple process, but you have one key ally in your search: information. Gather information from as many relevant sources as possible. This often involves getting input from your employees, and it may also involve gathering feedback from your customers. It could be quantitative data from business metrics. Whatever the appropriate sources, just remember that information is your friends. Different perspectives are also helpful, as they may have different views on the cause of the problem.
Any hunt for the cause of a problem should be scaled to the severity of the problem – a minor problem isn’t worth a major effort – but regardless the above guidelines can help you identify the problems in your company. Solutions that fix the cause of problems instead of treating the effects are longer lasting, more efficient, and critical to ensuring the long-term success of your company.
What was once “out-of-the-box” is no longer out of the box. As time goes on and progress is made, your company must continuously progress in order to remain competitive. In essence, those companies that can enact positive change faster than the rest will, over time, become more successful, and a key component of positive change is innovation. Knowing how to change and fostering innovation are complex and abstract challenges, and many biotechnology companies have difficulty dealing with them. The challenge of driving innovation, which I will discuss in this post, can be tackled with some creative thinking and by fostering a suitable environment.
Small life science companies are surrounded by uncertainty. How can we improve our service to customers? What new product would be of greatest interest to scientists? How can we be more certain that our strategic direction is in sync with future realities? What can we do to add value to our products? How can we attract new segments of the market? All of these are almost constant questions among all companies, but small companies are the most likely to leave them unanswered or do an insufficient amount of research to confidently answer them. Especially in rapidly changing markets such as the market for laboratory products and services, having solid information on which to base your company’s actions is highly important.
Many companies under-utilize their website, and life science companies are no exception. There is often a lot of marketing going on, and that’s good, but most websites seem to stop there. While good online marketing will indeed reflect well on your products / services and make customers more likely to buy, companies often fail to think about how their website can take that one step further and leverage it fully to dramatically improve lead or sale generation. In order to do this, however, you need to know how visitors are using your site and analyze why they use it like they do.
Life science companies frequently underestimate the value of building a strong brand. This is perfectly understandable – very often these companies are started by scientists or engineers and simply don’t think in terms of abstract marketing principles. Branding, however, is extremely valuable almost regardless of the product or service your company offers. The benefits and value created can be truly transformational, but care must be taken to establish a brand that facilitates such value creation. In this post, I’ll briefly go over why strong branding is valuable, provide some tips and thinking points on how to build a brand, and give you a ideas to actively leverage your brand once you’ve built it.
A lot of small life science companies, including those manufacturing products or offering services but especially small distributors, are unsatisfied by their penetration of the pharma / biotech markets. While academic labs are often quite open and accessible, access to labs in industry is extremely restricted. Because of this, it is very important to have an engagement strategy and make good use of your “ins” if you plan on increasing your sales to the pharmaceutical and biotechnology research markets. The best plan for your company will differ based on your company’s positioning, but I’ll quickly go over a few general strategies including some which are useful for all companies.
