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Scooped by
Leona Ungerer
onto consumer psychology September 29, 2012 6:12 AM
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Multichannel marketing is one of the hottest topics in pharma marketing now. But to create sustainable, measurable shifts in brand loyalty, companies need to focus on innovation.
It is suggested that multichannel marketing creates brand ‘parity’, while innovates leads to brand ‘preference’. Innovation therefore is the game changer (in pharma marketing).
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Innovation can set a brand and or product apart from competition. A company may want to be different from others so that their brand/product stands out and customers would choose it over the other brands/products available. However this is still not enough to create brand loyalty. There are many other factors that a company has to consider before a customer will become loyal to a brand. Further a company should use different social media channels to engage with customers and find out what they want in the first place before changing the look , feel etc. of a product.