The Evolution of inVentiv Health: A Customer-Centric Growth Model
September Healthcare SIG
by Doug Bierl
On September 24, Blane Walter, CEO of inVentiv Health, shared the story of how his company evolved from a local ad agency into a global commercialization service provider for the pharmaceutical industry. This model served as the basis for discussion about how we as marketers can look for ways to add value to our customers by considering ideas that might be beyond our current frame of reference. We can all use this model to broaden our view of how to market to our target audience.
Here are a few highlights and take-aways from the presentation:
- Anticipate the future
- Find/Create a problem that only your brand can solve—make sure it stays relevant or else find a new problem
- Research your customers and really get to know them
- It is most important to find out ‘why’ and not just ‘what’ they need
- Ask your customers and their customers—be aware, but careful about what they tell you
- New customer acquisition should be balanced with focus on retention—your customers should take pride in your growth, not fear it or the lack of attention because of it
- Reinvest – don’t just rest on what you have today
- Don’t be constrained by your current resources
- Communicate your vision with clients—they will often take the journey with you, even if risky, as long as they know where you are headed and what is in it for them
- ‘Never fall in love with the asset before you. Love the people.’
- Make sure your internal structure can deliver the external promise you make to your customers
- Don’t lose sight of your long-term goals, but realize the path to get there is seldom a straight line
- Separate roles/responsibilities of those who must deliver the 1-year plan from those you hold accountable for the 3-year plan
If you attended the program and had an “a ha” moment or if something resonated with you, please share it. If you did not attend and you know of other information related to the topic that would be of interest, please post it. Let’s keep the conversation going!
About the author:
Doug Bierl volunteers for the Columbus AMA chapter as the leader for the Healthcare SIG and is the Founder and Lead Consultant for Stepping-Stone Marketing Consulting (www.ConsultSteppingStone.com). He can be reached at 740-540-7145 or via email at dbierl@ConsultSteppingStone.com.
