Creating Pharmaceutical Blockbusters: Building Brands through Customer Communication.Business Editors CHAPEL HILL, N.C.--(BUSINESS WIRE)--April 21, 2003 An integrated brand strategy calls for pharmaceutical companies to achieve excellence among multiple "points-of-contact" with customers, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a study from research and consulting firm Noun 1. consulting firm - a firm of experts providing professional advice to an organization for a fee consulting company business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a Best Practices, LLC (Logical Link Control) See "LANs" under data link protocol. LLC - Logical Link Control . Companies with world-class customer service programs understand that every instance of contact between a customer and the company is an opportunity to create a positive impression. Identifying and adapting the effective strategies implemented by leading companies will help your company move forward to develop its own effective customer contact and response systems. "Pharmaceutical Brand Management: Strengthening The Global Brand," available at http://www3.best-in-class.com/rr20.htm , reveals how the world's top pharmaceutical companies manage customer service as an integral part of their business growth strategies. For example: -- A pharmaceutical company developed software that targets the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the audience of a pre-defined profile through banner ads A graphic image used on Web sites to advertise a product or service. Banner ads come in numerous sizes, but are often rectangles 460 pixels wide by 60 pixels high. Also 460 x 55 and 392 x 72 sizes are commonly used. . The ads link the users directly to the company's website or a product related area. The company's $700,000 annual investment on this front has boosted brand recognition among potential customers. -- Another company has deployed "full service" e-commerce and e-service capabilities that include database-driven interactive features such as pricing, order placement and status, invoice An itemized statement or written account of goods sent to a purchaser or consignee by a vendor that indicates the quantity and price of each piece of merchandise shipped. A consular invoice is one used in foreign trade. , problem detection and resolution, etc. These capabilities enable the company to handle 70 percent of questions online, achieving annual savings of $365 million. The findings in "Pharmaceutical Brand Management: Strengthening The Global Brand " come from interviews with executives at 20 companies across several industries. The study also contains: -- Call center management tactics -- Tactics that create Internet brand loyalty -- Market segmenting and targeting practices "Building a strong, consistent brand image is an emerging pharmaceutical industry competence," says David Wang, senior manager at Best Practices, LLC. "Pharmaceutical companies that learn from other industry's service sophistication so·phis·ti·cate v. so·phis·ti·cat·ed, so·phis·ti·cat·ing, so·phis·ti·cates v.tr. 1. To cause to become less natural, especially to make less naive and more worldly. 2. are much better prepared to build a powerful brand." Download To receive a file transmitted over a network. In any communications session, "download" means receive, and "upload" means send. The download/upload often implies a big/little scenario, in which data is being downloaded from the "big" server into the "little" user's computer. a summary of "Pharmaceutical Brand Management: Strengthening the Global Brand " at http://www3.best-in-class.com/rr20.htm . For more information contact Jeanne Langley Lang·ley , Mount A peak, 4,227.9 m (14,026 ft) high, in the Sierra Nevada of southern California. lang·ley n. pl. at jlangley@best-in-class.com or 919/767-9258. ABOUT BEST PRACTICES, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. For more information, call 919/403-0251 or visit http://www.best-in-class.com . |
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