Chemist Survey & Customer Intelligence
Some customers know what to feed the Reps to keep them happy superficially, but have specific preference to products that they think are worthy of their prescriptions
Remember the Deja Vu moment when a friendly doctor with great smile and pleasantries in every visit turning out to be prescribing competitor brands?
We call it “The Smiling Customer Syndrome“. Some customers know what to feed the Reps to keep them happy superficially, but have specific preference to products that they think is worthy of their prescriptions. It doesn’t mean that the customer dislikes you but it’s a sign that the customer prefers your competitor’s brand than yours. So what makes the competitor different from you? There can be multiple reasons behind customer behavior but broadly, it’s the Brand Experience that drive them towards loyalty. Before we dissect Brand Experience, we need to understand a few things.
It is quite alarming to note that many companies are not emphasizing the importance of chemist survey to Field Reps and focusing mainly on getting them inside the doctor’s chamber.
In order to establish Brand Loyalty, we must know how to identify the right customer and discern their preferences and understand their prescription behavior. Nothing comes to the rescue than a well designed Chemist survey! Most of us think that standing at the chemist counter is exhausting and to some extend not welcome. But think about this! Your chemist is your intelligence source with wealth of information about the doctor and could give you valuable information that will help you hit the nail on the head and drive faster conversions. It is quite alarming to note that many companies are not emphasizing the importance of chemist survey to Field Reps and focusing mainly on getting them inside the doctor’s chamber. Knowing your customer is the first thing you want to do before pitching your product if you want to stay relevant to the doctor’s practice and gain attention. Here are some of the valuable Customer Intelligence you can collect from a chemist.
- Drug Prescription Pattern
- Competitor Brands Prescribed
- Prescription Volume
- Stockist Coverage
- Competitor Movement
Now, think about the depth of focus you can achieve with the customer when you have the above information on your finger tips! You will be able to set the value proposition of your product against your competition and engage in a focused, constructive conversation with the customer with better confidence. Doctors are always willing to be aware of the latest trends in medicine and important clinical information that will help them serve their patients better. With a thorough understanding about the customer’s needs, you can effectively position your product along with backing information that yields greater relevance with the customer and increases your brand image. Other factors like regular visits, drug information, clinical data etc will greatly serve as a bridge to elevate the customer’s perception about the company.
There is more than meets the eye when it comes to customer intelligence and the quintessential role chemists play in helping you sell better. One might think that “how can I effectively manage this information of hundreds of doctors I meet?” You need a smart, digital system of engagement that is able to capture and keep track of all the intelligence you collect about a customer and help you make smart decisions and engage effectively with your customers.
Trail can help you track customer intelligence and build lasting customer loyalty. Simply Ask for a demo to know how!!