Communicating An Understanding Of Your Customers' Customers

By Perry Rearick, Chief Editor, Follow Your Buyer

Last week I had the privilege of hosting a virtual event over three days in which drug development and manufacturing service providers spoke about their current capabilities and capacity in a series of presentations. This is a niche market and for those of you who aren’t close to it, there is a groundswell in pharmaceutical development that is rapidly moving from treating symptoms to curing diseases with drug therapies. It is pretty amazing stuff!

Drug sponsors, the target audiences, love the format because in a single 2 or 3-hour virtual event, they can assess potential partners and begin to answer two important questions. Who has the capabilities I need to advance my drug therapy and when can they do it?

As a service provider in this space, communicating what you do for prospects in a way that differentiates yourself is challenging, especially in fifteen-minute increments.

The service providers that do it well often differentiate themselves by demonstrating an understanding of their customers’ customers, the patients who will be using the drug therapies.

Too often, the marketers in this space use graphic and word images of vials, syringes, filling lines and fermenters. However, the most memorable are the images of the patients.

So, what do your solutions deliver, automated vial filling with speed, or hope for a child with cancer?

The difference in the impact is significant because it communicates an understanding of someone who is very important to your customer.