Question

Topic: Customer Behavior

What Are The Possible Differentiators / Value Propositions That Can Be Adopted By A Company Engaged In Manufacturing And Marketing Of Pharmaceuticals ?

Posted by Anonymous on 5/21/2004 at 10:32 AM ET 250 Points
The pharmaceutical market in my country is a rather commoditised and brand proliferated one with price as the major differentiator used by most companies ( rightfully so, since only about 2 % of the total population is covered by some form of insurance/ re-imbursement scheme).

Any technological differential that one adopts is usually imitated in 2-3 months by the competitors. Furthermore the intangible or emotional aspects of branding seldom fetch a good mileage since the doctors are more interested in the scientific / medical aspects of a brand.
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RESPONSES

  • Posted by mperla on 6/15/2004 at 1:41 PM Accepted
    You might want to read two articles I wrote (one on MarketingProfs.com) around strategy and value props (linked below).

    Something that is different may not be a differentiator. Differentiation, like beauty, if often in the eyes of the beholder. Many companies today are trying to differentiate via a service wrap around their products (GE did this very well) ... what do your customers have to do to buy, decide, etc. ... is there a service that you could provide to help them w/ the process.

    Also, what are the key buying criteria ... how can you combine, adapt, modify, put to another use, eliminate, or reconfigure in terms of the criteria. Differentiation is about stringing together different value creating activities in a unique fashion. As you've suggested, price wars are a death spiral for most orgs.

    https://www.marketingprofs.com/3/perla8.asp

    https://techrepublic.com.com/5100-6298_11-5072759.html
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