How to get physicians prefer your brand?
We are pleased to introduce 4 golden rules to become the preferred brand of physicians:
- Rule No. 1: Look for preference and not just for satisfaction
- Rule No. 2: Optimize the three components of the Brand Preference Mix
- Rule No. 3: Track the evolution of the brand preference by physician
- Rule No. 4: Build a preference-focused brand plan
This approach was presented in the 2015 edition of the “Smart Pharma – ESSEC Santé – ALK” Prize, that was held the 11th of June in Pfizer’s Paris headquarters.