ThinkGen’s Habit Lens℠ : The Missing Element of Pharmaceutical Brand Strategy
Most pharma marketing teams have a blind spot. They significantly overestimate customers’ demand for new treatments, while overlooking or underestimating the behavioral inertia – customers’ ingrained behaviors or habits – that must be overcome for a new product to reach the hands of patients who need them most.
There is an answer. Marketing teams must incorporate a deep understanding of customer habits at the earliest stages of launch planning and demand forecasting. This type of research and analysis helps teams fully grasp the drivers and barriers of this behavioral inertia, and design and calibrate their launch priorities accordingly.
While technology, social media, and CPG companies thrive on the neuromarketing insights of habit understanding, few of today’s biopharma companies do this.