The Pharmaceutical industry is one of those industries for which developing a value proposition is not very simple and linear task. Targets are not just patients but a vast spectrum of health-care providers, payers and a number of other prospects which need to be targeted through our so-called value proposition.
Moreover, at the initial stages, when the company successfully launches its value proposition, it doesn’t mean that the purpose is fully achieved… As the product becomes mature in the market, companies have to rethink in terms of evolving their old value proposition which will no longer safeguard their product in the market.
Let’s see some reasons to update pharma value proposition when the business reaches significant heights—
1. Value proposition should not get stale – Looking back to the days when you started your business, gathered tremendous knowledge and built a value proposition which paid very well to your overall struggles. But as you grew older in the industry, became more knowledgeable than earlier, this is the point where revitalization of your overall business becomes mandatory. Revamping the old value proposition will not only reshape the current business but also re-engage you in that business in a more fruitful manner.
2. Maintaining competitiveness – It’s not even surprising that once your business grows older in the market, competitors pop-up. I think these competitors are enough to make you rework your earlier strategies towards your older value proposition in order to remain competitive in the market.
3. Necessity to tap newer segments – In the pharma industry, there are a number of segments in which a company needs to enter owing to one of the crucial factors called ‘sustainability’. In simple words, exploring different (but of course allied) segments is obligatory to march toward sustainable business in the near future.
4. Consumers may evolve – Consumer behaviour is one of the decision-making as well as erratic factors in any industry which every entrepreneur is aware of. Businesses are built upon consumers – I don’t think this needs any further explanation. It is necessary to go with the flow if you want to survive, and this flow is decided by the pool of consumers which are always ready to switch to newer, profitable and meaningful investments.
So, finally, I would say, to survive and to be unique, every company is supposed to play its card well at every single stage in their business. Value proposition is the only way to promote your business, and it has to be handled wisely.
Ask yourself why you update to newer applications in your mobile, and you will get enough reasons to update your company’s value proposition…