by Jonathan Kay, MPP, Managing Partner, Health Market Experts & BioHealth Innovation, Inc. Entrepreneur-in-Residence
In our last two posts of this series, we discussed:
- Tactic #1: Test, Don’t Guess (i.e., adopt a data-driven mindset)
- Tactic #2: Know Your Stakeholders (i.e., avoid a one-size-fits-all approach)
Insight 3: Listen First
Once you have determined who to speak to, it’s time to focus on how to speak to them.
Recall, we talked about the need to be precise and purposeful:
- Who is the message for?
- What information do they need?
- Will the message fulfill its purpose?
- Will the message influence opinions and motivate behavior?
To answer those questions, we listen.
Listening to your target audience can take many forms:
- Customer feedback (e.g., customer satisfaction, CRM, or the sales team) 🔁
- Online (e.g., social media and, increasingly, seeing what AI “says”) 📊
- Customer discovery / research (e.g., stakeholder interviews and surveys) 📝
Listening produces the raw material for developing messages that we test before launch.
During a commercial strategy and segmentation engagement for implantable cardiac devices, we listened to C-level leaders in marketing and sales and field representatives; we searched online; and we conducted original interviews and surveys with a wide range of target audiences to anticipate their response.
All audiences needed to hear about safety, efficacy, and value. However, when we tested messages, the cardiac subspecialists responded more favorably to different messages than the general cardiologists; likewise, physicians with a high volume of complex procedures needed messages tailored to their case mix.
Key takeaways?
1. Listen.
2. Test.
3. Optimize.
Health Market Experts works with clients in health and life sciences to develop and implement data-led strategies that maximize the success of their businesses and brands.
We uncover how different audiences think, what they value, and how to tailor messages accordingly. If your organization is preparing to launch a business, brand, or campaign, connect with us or visit https://www.healthmarketexperts.com/ to learn more about how we can help you execute your launch plan that sets you apart.
Written by a human. This post expands on content I previously wrote as a blog at Catalant and delivered in guest lectures at Rutgers Business School.
Visit https://www.linkedin.com/in/jonathan-kay-healthcare/ to connect with Jon on LinkedIn.
