by Nida Fatima. 18 September 2020

Validate your excellence plan

Re-validate the problem and solution

Building on the Ansoff Matrix, we have expressed the importance of re-validating problem and solution hypotheses at a time where the current normal holds more unknowns than we are used to. The intention, with a market expansion strategy, is to introduce an established product/service in a recognized market. Overall, this is the least dangerous approach, since there are few unknowns. The challenge we face today is that many of the knowns used as benchmarks are no longer valid in the current Low Contact Economy – business and consumer changes are so substantial that the 'known' is obsolete. These developments enable us to re-validate observations made about consumers and preferences when releasing a successful product (Market Growth Strategy).  

Via a prescription product launch screen, patients and healthcare practitioners face emerging problems and aim to solve them with differentiated solutions. Consider, for example, patients' recent expanded ability to engage in telemedicine, exchange personal health data, and enroll in remote pharmacies. Designing strategies without recognizing changing trends and desires can find it impossible to address consumer issues effectively.  

What's it for you? Until designing a launch excellence plan, you need to re-evaluate your core stakeholders' goals through empathy analysis, archetype architecture, and patient/customer travel mapping. And don't ignore the changing regional criteria and regulations that the Low Touch Economy would soon rebuild. This will place you on the right path to become a demand shaper, defining the ecosystem realities you are planning with, and adjusting your approach to extract new value.

When a pharmaceutical marketing plan introduces a new medication or digital health approach, this process gets more difficult. Validating approach is more important than ever to ensure that the approach efficiently addresses patient / HCP pain points in the current setting. Building and evaluating in-region concepts and co-creating with the target audience would allow you to create an optimal future-state consumer journey. The diversification Approach puts together the need to validate both emerging business and client problems, as well as the potential to solve undisclosed, unmet demands with the suggested solutions.

Differentiated consumer experiences in pharmaceuticals
Validating challenges and ideas would help you to create deep insights into your consumer journeys. A distinct consumer service is to pharmacy excellence – a good name and a groundbreaking medication will no longer guarantee commercial acceptance. It's time to go beyond health needs by uncovering and incorporating the mental and behavioral needs of patients and HCPs in particular regions into your approach.

Differentiated customer journeys would improve customer loyalty, approval, and commitment. Revenue and market share follow.

Develop the base on design principles

When developing a global launch plan, start centrally building the base. This foundation can consist of underlying design concepts defined during problem validation. For eg., 'having my knowledge open and usable' could be a popular theme in your study, giving you a design philosophy for potential solutions.

After the structure is created, it can be shared in regional teams to co-create the best-customized solution as needed by each sector. This helps you to exploit local expertise and access to build region-specific, personalized consumer journeys.