If your marketing is turning payers off on your brand, it might be time to consider changing your payer marketing strategy. Here’s how:
Know what you need
Before you put money into your marketing efforts, determine what’s causing the lack of payer interest. Some companies focus too much on positive feedback all while dismissing complaints. That’s not the best way to move forward. Use the negative feedback to your advantage. Factor it into your marketing strategies.
Monitor brand perception
Find out what payers think about your brand to see if the lack of interest is merely temporary or if it’s going to be for the long term, says PharmaExec. Track brand perceptions of any of your designs and how payers react to any design changes. This will help you get better at understanding and delivering what your market wants.
Partner up with an intelligence firm
Information is power. Knowing as much as you can about your market will help you revisit your payer marketing strategy with better ideas and modifications in tow. That’s why partnering up with a reputable business intelligence firm is a must.
Improve your value proposition
Once you have information provided by a trustworthy intelligence firm known for the accuracy of the market data it provides, you can start identifying weaknesses in your value proposition. Depending on what you find, you can find ways to offer better incentives to your payers. By providing them with more value, you can look forward to gaining greater payer confidence and interest.
Know when to stop
If the payers continue to reject your message, it might be time to consider realigning your goals and appealing to another market. Ask for help from a market intelligence firm to help you test other markets where your messaging might have more meaning and deeper impact.
