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Description
The pharmaceutical industry can learn a lot by looking at McDonald's. You may be surprised, for example, to learn that McDonald's has 38% more 'Presence' in France than in the UK. For a country that is known for haute cuisine, it may also strike you as odd that customers in France have a higher rate of bonding with the burger chain than pub-loving Britons.
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Should we take this as a sign that the French appetite is shifting toward fast food, or should we view this information as the result of successful brand alignment? Since a wholesale shift in tastes is quite unlikely, we should look to understand how the McDonald's brand managed to connect so closely with French consumers. The fact is, the fast food outlet has worked hard to leverage advanced brand analytics to understand the needs of their existing customers and drive the embrace of new ones. By building a complete picture of customer relationships, the brand was able to leverage rational and emotional elements of their offering to create a brand experience tailored for the French market. This degree of sophistication should be extended to pharma brands.
Discussion in recent years has focused on where a... |
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