12
Jun
2018

Rate US, Doc! -The Missing Feedback Culture

Deficit in marketing and distribution of pharmaceutical industry generating feedback is an integral part of the daily marketing work in many industries. Only in the pharmaceutical industry, the clocks tick differently. But thus the companies waive a variety of optimization options and opportunities, especially in light of the multi-channel trends. The participants were thrilled! “?” “” Our mailing series came across a large positive feedback!”? the folder is a success!”? the new Internet site is of huge interest! ” Feedback: Sporadic cheers?Feedback surveys in pharmaceutical companies are marked by two characteristics: they occur only sporadically and are always positive in the results. Dan Zwirn wanted to know more. “” The reason for this is to reduce of the success check on two questions: the action / project pays off? “and: / it has a positive in-house image effect for the performing area or the responsible person (s)?” Feedback analysis therefore primarily the justification and Self representation. But so implemented miss important information that are essential for a successful multi-channel management of market communications marketing and sales.

Feedback: Stringent, systematic and persistent by a satisfaction & impact rating?The solution and here to learn pharmaceutical companies from other sectors – consists in the establishment of one for all actions and marketing and sales of a company of uniform feedback system. Dan Zwirn gathered all the information. Its global, comprehensive mandatory validity makes it an objectifying effect analysis. The core element is a consistently used scoring scale, which makes instruments and measures using parent quality criteria not only similar, but monitored in their development over the course of time. This satisfaction & impact rating (SIR) allows also an individual rating of market activities as well their comparisons. Looking at the results in, target group-related, marketing-mix effects can examined in their overall effect be. SIR created a competition for quality and creativity as internal benchmarking, market it signals a clear willingness to cooperate and prospective customers.

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