Customer Decision Journey

How a 'Customer Decision Journey' Enhances Pharmaceutical Marketing

As a pharmaceutical marketing professional, you face many challenges.  Forming a complete and accurate picture of your customers and reaching internal alignment on that picture and its implications are two critical challenges.  Successfully addressing both requires a clear and comprehensive understanding of the dynamics in your particular market, the interactions between key players, and the timing and sequencing of events.

That's where a well-designed, insightful, and actionable Customer Decision Journey can give you a key advantage over your competition. Its development begins when you adopt a customer-centered viewpoint that says, "Let's understand the people involved and their motivation so we can address their unmet needs."

Unlike the traditional Treatment Process (a vertical decision tree of the treatment algorithm), the Customer Decision Journey takes a holistic look at all decision makers -- doctors, nurses, caregivers, pharmacists, and other staff members who interact with the patient -- to identify, understand, and connect the intersections in decision making over time.

The complete Customer Decision Journey provides deep insights into “how” the treatment process evolves, along with the key "what, when, where, who, and why" pieces in treatment decision-making. As a result, you develop the tools you need to understand your customers, engage them, and grow your brand.

Learn What Drives Your Stakeholders' Decision-Making

At ZS Associates, we take a comprehensive approach to understanding your market and relevant stakeholders. Human beings make decisions for rational and emotional reasons -- and the individuals involved in patient treatment are no exception.

Therefore, we don't just look at the market through the lens of the doctors' or the patients' actions. We dig deep to uncover the motivators, and reasons that drive your customers' decisions with the purpose to design intervention that will lead to behavior change.

As we develop the Customer Decision Journey, we detail those drivers and the underlying emotions visually on a timeline of stakeholder decisions - mapping out how key players interact, how their mindset changes, and the sequence in which critical events take place.  This mapping gives you a credible platform to create and prioritize an action plan and showcase the clear links between decisions and action that are critical to gaining internal buy-in.

Understand and Engage Your Market

Traditional pharmaceutical brand marketing has focused on the patient treatment process without considering the interactions between the people involved, the psychological and emotional influences on decision-making, or the issue of time.

By contrast, our Customer Decision Journey takes a holistic approach to the marketplace. We consider the entire ecosystem from patients to medical professionals, caregivers to insurance providers, and more. We review the relevant data you already have and combine it with quantitative and qualitative market research to understand customer motivators at a deep level.

This enables us to better understand the leverage points and map key decisions as they unfold over time -- identifying each personal interaction with its particular drivers and barriers. We even provide the option of conducting customer flow modeling and simulations to develop thoroughly quantifiable data about the roles various factors play in the process.

When the Customer Decision Journey is complete, we look at the whole picture and recommend specific strategies and tactics to fit the constructs of your pharmaceutical marketing organization.

Once you're equipped with this information, you're better prepared to address your customers' unmet needs. And you can make major decisions -- such as whether to pursue or abandon a certain strategy or change your approach to the patient treatment process -- with confidence.

The Customer Decision Journey broadens your vision so you can develop a more successful marketing strategy. It becomes an ongoing framework for you to accomplish the following:

  1. Integrate new information
  2. Develop more relevant and engaging messages
  3. Continuously optimize the strategy for your brand as new information becomes available

Identify, explore, and leverage new market opportunities.