Dr. Sana Shakir is a consulting endocrinologist and a KOL. A lot of medical reps from various companies try to reach her. But she avoids meeting 95% of them.
Communication that is delivered doesn’t interest her nor addresses her needs. It is like a broken gramophone record. She politely and a friendly manner turns away most of them, almost everyone – except a couple of med reps. One of these is from V & V Pharmaceuticals.
What V & V Pharmaceuticals communicate interests her. And one of the brand managers of V & V Pharmaceuticals is Nayana Pradhan is responsible for this.
What is that magic of Nayana’s communication?
Before a new campaign or the launch of a new product, she does three things religiously.
- Nayana works extensively and intensively in the field to generate insights. For one new launch, she even spent time meeting the patients at home and observing them closely.
- From these insights, she creates the right brand persona and matches it with the doctor’s persona.
- And then the right communication is personalized delivered both on the online and offline channels.
Let us examine each of these closely.
Why does Nayana feel it is so important to generate insights? She knows that neither data nor observation are insights. She also knows that insights are the hidden or unrevealed truths, which once a brand manager knows, can create the right persona and communication for her brand strategy.
Nayana also knows that the purpose of personas is to create a reliable and realistic representation of the key doctor and patient segments for reference. She creates personas based on both qualitative and quantitative research interviews with doctors and via web analytics. She knows that personas are only as good or as bad as the research behind them.
The next step is to deliver the right personalized communication to doctors the way Amazon does. Before that, she must explain to the field-brand managers, the first-line managers – the extended arm of the HO-based brand managers – what personalised communication is.
She is aware that many are confused between personalized communication and customized communication to an individual doctor are the same.
She takes the help of Gartner to clarify this to her colleagues.
“Customization is to custom-make the communication for a particular doctor, based on her/his particular needs. Personalization on the other hand is a process that creates a relevant, individualized interaction between the brand and doctors designed to enhance the experience and engagement of the recipients.”
- “Personalization” detects patterns of behaviour of the doctors.
- This leads to the discovery of correlations in behaviour among the doctors.
- As the similarities get recognized, doctors can be segmented. This segmentation enables brand managers to effectively deliver relevant content to the key doctors, which, in turn, leads to greater engagement. It-dumps the one size fits all approach and works to make doctors feel special.”
Nayana’s brand communication is invariably very emotional and is focused on showing doctors how her brand can help the doctor or the patient. This makes the doctors feel very special.
Her communication being personalized helps in building doctors trust and loyalty.
This converts prospective prescribers into actual prescribers.
Moreover, it encourages existing prescribers to prescribe more or even prescribe more brands.
The time has come for communication to be awesome. And that’s the reason Nayana’s brands were loved by doctors. Her brands were empathetic to the needs of doctors and the doctor’s patients.
And that makes personalization in communication, whether online or offline, even more important. Personalize communication and make your brand the darling brand of the prescriber.