|
|
It Takes a REAL Value Proposition to Build Brand LoyaltySignificant effort and money go into building a brand identity and establishing sustainable preference for it. When managed successfully the business rewards are certainly worth it. Increasingly, however, the tried and true approaches to building a brand are falling short. An increasingly complex and challenging healthcare market environment has raised the bar for what it takes to earn brand loyalty.
A Gathering Storm
Across the world, payers are clamping down on healthcare costs by saying "NO" to new products, line extensions, and of course, price increases. Reacting to the prospect of exponentially increasing
financial liabilities, payors of all types are demanding hard, comparative clinical and health economic data
to justify any change with bottom line impact.
|