The best technology, product or service doesn’t necessarily win in the marketplace, and having a great product doesn't guarantee you customers or market share. This is particularly true in the life science industry—but why is this the case? There a number of reasons, but four major factors are:
- People can’t buy something they have never heard of
- People won’t buy something they do not understand
- People won’t buy something if they cannot clearly see how it benefits them
- People won't buy from a supplier they do not respect and trust.
These four challenges all have something in common—people—and unlocking the power of customer-centric marketing has huge potential to generate more awareness, demand, leads and sales. So, how do you put the customer at the centre of your life science marketing activities?