3 Important Rules of Customer Centricity in Life Science

Defining customer centricity for any industry can be tough and there are endless imperatives and interpretations to each. However, for the sake of brevity, it is that one thing that fuels an organization to add value and earn in the process.

But isn’t that quite evident how customer-centricity puts people at the center of everything that makes a company successful? Well, there’s a lot more than just that.

By far, customer centricity calls for the most difficult of all strategic ploys that one can come up with. Strictly speaking, from a life science marketing perspective, implementing customer centricity has always been a game of hardball.

Luckily, for all those who stick to three important rules, things always end up on the winning turf. In this blog, we break them down for you.

Rule No.1 – Gaining Maximum Leverage With Digitization

Undeniably, digital innovations have opened up several avenues for life science marketing. However, not many are up to making the most out of it. The reason isn’t that obscure to scan; a ramshackle digital marketing strategy.

Now, let’s get one thing straight. Digital transformations have been in vogue for more than a decade now, thereby making things more interesting for customers. No matter if it’s B2B or B2C, it caters to all equally, and ever since COVID-19, things have only got better on the digital front.

A life science marketing company can devise a functional content marketing plan. Something that would identify the customer’s need firsthand, and create the most compelling experience, where demand meets supply and your customers are served the content they want.

Doing so will not only help foster a delightful customer experience but will ensure a positive call for action every time.

Rule No. 2- Creating A Multi-disciplinary Value Proposition

If you run simple math, you will notice new life science marketing companies emerging on the scene have to struggle for customers. This is where they forget to pay attention to developing customer centricity.

With time, as the company gains momentum, the focus is shifted to making things more efficient, and the value proposition takes a backseat. The underlying reason for this is the incapability to distinctly differentiate between what one would refer to as “emotional benefits” and “functional benefits”. While the former stands for what a customer receives, the latter is all about the customer experience or feeling after the product is delivered and used.

As a life science marketing company that eyes growth, your primary focus should be on the following doings:

• Refrain from using too much technicality in your communications with customers. Keep it simple to boost customer engagement.
• Harp on the sentiments and emotions of customers and connect them to the benefits of your product and not the features.
• Make a point to show how real-time people are benefited from using your product, like your employees, doctors, researchers, and patients alike. Such real-life examples inspire customers to take action.

When done together, such efforts make way for a multi-disciplinary way to boost your value proposition and drive things successfully.

Rule No. 3- Empathy Goes A Long Way

While it’s commendable to take on challenges and play aggressively in the market, certain qualities can help you gain a strong foothold like no one else.

You see, establishing leadership is no joke and when you learn to empathize and show humility toward the people around you, you set forth a great instance of customer-centric behavior.

When your customers witness how you empathize with your employees, it indirectly builds a bond of loyalty. You see, empathy is a lot like meditation. You have to try to believe in its power, and it can’t be developed in a day. It takes time, you will need to nurture certain habits and do a few deeds over time.

Organizations driven by empathy are walking the extra mile to know if their services are genuinely helping their customers. Such efforts put them ahead of their competitors and help predict the actions that affect people, learn from the same, and chalk out things accordingly.

Another bright side of embracing empathy as a part of leadership is how it helps in developing a slew of growth-oriented company values. While one aspires to do so, every single effort must begin with the people you see and talk to every day; your team.

Wrap Up

Truth be told, establishing customer centricity for a life science marketing organization can turn the tables of profit in time.

As you embrace digitization fully and make way for a unique value proposition while you stay humble and empathic, nothing can stop you.

Do you consider customer centricity as a key enabler and a stepping stone to maximize profits as a life science company?

 Let us know your thoughts.