Today, the most successful biotech brands are those that connect with consumer by creating meaningful interactions.

The explosion in communication channels today can be overwhelming for both biotech consumers and brands. For biotech brands, as more opportunities to connect become available it’s more challenging to keep pace, gain attention and ultimately engage consumers.

Once you have their attention, how can you ensure the interaction becomes meaningful to your audience?

1) Start with a clear brand message.
How is your company/product/service is improving their way of life, workflow or business?

2) Deliver it through a positive brand experience.
Are you helping consumers and/or investors make a confident decision that inspires action?

Meaningful Interaction > Positive Brand Experience > Consumer Loyalty

EMPOWER THOSE WHO REPRESENT YOUR BRAND

Whether the brand experience is related to customer service, investor relations or sales, and no matter if it takes place in-store, in print, social media or a live presentation – everyone who represents your brand must understand the consumer value of their interactions. Empower your people (your brand messengers) by ensuring they:

• Understand your brand purpose and how it is unique
• Know your audience(s) and interpret their different viewpoints
• Realize the consumer value of their interactions
• Have the proper expertise, training and tools to represent your brand, convey your story and interact with consumers/investors
• Listen and propel the conversation
• Guide consumers and investors in making confident decisions
• Inspire them to act based on their experience

When we are part of something meaningful there is a greater tendency to share our experience with others.

CONSISTENTLY INNOVATE THE CONSUMER EXPERIENCE

Consumer engagement can happen through many channels – through social media, sales presentations, and customer service, as discussed. The opportunity also presents itself every time someone uses your products or services. Think about those private interactions too.

The most successful brands are consistently innovating the consumer experience from all perspectives. Take Apple for example, they are delivering what the consumer wants even before the consumer realizes they want it. For the time being, they have mastered the #1 Rule of Engagement by inventing interactions that have become meaningful to so many.