treatment process
In pharma world, brand teams try to understand the treatment process to gauge the leverage points within the decision making process. The study mostly tries to understand at what point, the physician looks for options, what considerations come into his mind when he choses an option, what are the unmet needs or challenges at each decision point etc etc
I think even in FMCG business, they try to understand the customer touchpoints and try to market their offerings accordingly. Even though I believe it is more of phsycology of the consumer that you study in FMCG compared to pharma where these decision points might be fact driven or feature driven or attribute driven or perception driven…
Any thoughts?
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