Good Morning, and happy Ground Hog’s Day!
I just read in the January 31, 2011 PharmaVOICE article, “Achieving Global Launch Excellence” http://www.pharmavoice.com/pdfs/2011/pv-0111/PV0111_AchievingGlobalLaunch.pdf. It’s a great article, and I agree with much that is said.
I find it interesting that, in the smaller world created by the internet and social media, companies want to create a global brand, ignoring the many nuances of the sub-segments that technology has now given us access to. I can certainly understand the global value the brand McDonald’s has, but they have also taken into account the tastes (literally!) and desires of the local cultures and customs.
Pharmaceutical marketing should have the same goal – an overall brand essence, but talking to the individual markets in their own language. I like what Ken Ribotsy of The Core Nation had to say: “At its core, a global product launch is actually a series of mini-launches that are specific to each market.” One-size fits all doesn’t really differentiate your product as well as one that speaks to the individual.
I have seen companies trying hard to find the least common denominator only to come up with a weak message that doesn’t really speak well to anyone.
Years ago, when micro-marketing first same into fashion, the technology wasn’t really available to do it justice. it Now that the technology is at hand, some companies aren’t embracing it. Those companies that can speak their customer’s language will be the companies that succeed in the new global landscape.