Since reps have been spending less time traveling and seeing HCPs, they should have more capacity to pursue value-added opportunities. This includes collecting insights on physicians’ unmet needs and administering these insights back into CRM systems.
When it comes to personalized outreach, understanding your buyer is key. This includes having a solid grasp on:
- How they interact with your content.
- Where they get their news.
- What topics resonate with them
- How those topics drive them to action
- The channels that get them to engage with you
- And most of all, their pain points
It’s important that reps engage in relevant, useful conversations with their buyers. The points above are just a few things that are necessary to keep in mind in order for them to do this successfully.
So, to our clients we want to ask: What qualitative and quantitative data are you collecting? Are you analyzing that data and using it to execute valuable change and align even further with your customers’ needs?
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To be customer centric you need CPIs
How do you know you’re giving your customers what they truly need? Are you measuring it? What systems do you currently have in place that will give you real insight into what they are experiencing?
What is an insight?
Lately I’ve been seeing project briefs that go like this: Background, challenge (you know, like what’s going wrong that could be going better), objective (are we looking to raise awareness or change perceptions), audience, spec, budget.
Creating high-value content
Look at your brand messages and the content you’re considering creating and identify its strengths, weaknesses, and ensure there is alignment between what you want to say, and what your customer needs.