The Role of E-Marketing Throughout the Product Lifecycle

by R.J. Lewis

Growth

As a product evolves through the growth stage of the lifecycle, marketers are simultaneously focused on building the brand, gaining marketshare, and encouraging trial. However, they also become increasingly focused on current customers. Elements such as customer satisfaction and retention, fulfillment of samples, orders, trial coupons, and the product-distribution chain are measured and improved upon to deliver better service to customers and demonstrate higher loyalty. For larger brands, which are undergoing rapid growth, the focus is on expanding upon approved indications and generally exceeding high growth expectations.

Strategy and Tactics

Marketers should increase marketshare and solidify the brand position as a category leader through achieving high share of voice (SOV) among the target audience. Further, marketers must gain support from all constituents and customers from managed care, to prescribers to the end user paitents.participants in the value chain through superior customer service by providing customers with better health, not just better treatments. Various methods to accomplish this include:

Development of deeper customer relationships and loyalty; extending further tools, resources, and information to customers, such as "version 2.0" of Brand.com
High-SOV marketing campaigns between both consumer and professional target audience(s) to strengthen brand positioning, gain marketshare, and block competitors
Scaling of programs that are working and delivering the highest return on investment to gain marketshare
Mini-launches for each newly approved indications to increase sales and marketshare through expanded uses
Expansion of customer base by utilizing diagnostic-assistance tools
Increased marketshare by using E-detailing, E-sampling, E-couponing, and online CME

Case Study

Roche, Basel, Switzerland, recognized the private struggle that a patient with hepatitis C endures and the support such a patient needs to deal with the illness. As a result, the firm designed and developed a patient-support community for its immunologic agent Pegasys® (peginterferon alfa-2a) at www.pegassist.comwww.pegasys.com. The website provides many tools for patients with hepatitis C, such as a disease-progress log, 24-hour nurse support, and an anonymous, interactive discussion board. It also provides personal advice on issues such as choosing a confidant among friends and family patients, when disclosure of infection should occur, and what kinds of responses a patient might expect. By offering such a high level of support and depth of service, Roche was able to build strong customer loyalty and retention.

Previous: Launch | Next: Maturity

Disclaimer: The products, trade names, and company names used as examples on this website are copyrighted and trade marked by their respective owners.