We are looking for ways to address this market in a different way, and loyalty marketing (i.e., customer loyalty...
programs) looks like something to evaluate ii it could help us differentiate and help us avoid entering a "lost in advance" price war game. Is a customer loyalty program applicable to the pharmaceutical industry? Will it be a differentiating solution by itself? How can I go about getting doctors interested in a loyalty program?
In a seemingly commoditized pharma market space, the survivors and winners are those who can articulate, and effectively communicate, the strategically differentiated value proposition and get "customers" to carry most of the bricks re: brand support. Another way of saying this is -- find (through targeted physician, pharmacist and patient advocacy research) those elements of efficacy, communication and value that positively break your company out of the commoditized pack.
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