The last two years have seen a shift in how we get customers (humans) from ‘aware’ to ‘ready to buy’. Given that HCPs are humans, we have been wondering how we use this information in the promotion of life sciences brands…

The 7-11-4 formula

We all need new customers. How people get new customers outside pharma has changed dramatically in recent times. And there are exciting things to learn.

In the real world

In Daniel Priestly’s book ‘Oversubscribed’, he introduces the 7-11-4 framework, based on Google research.

The 7-11-4 formula is about building bonds with people and potential customers. In particular, it relates to you having 7 hours worth of interesting content available – blogs, videos, articles, interviews, books, etc – so people can spend time with you.

11 is about the number of interactions you have with those people. It is based on some research that people who had about 11 interactions with a brand are considerably more likely to buy from that brand.

4 relates to locations and suggests that you connect in at least 4 different ‘places’ – face to face, blog, as an author of a book, seeing a presentation or meeting socially, then levels of trust increase.

How many hours of brand content can your potential customers access on your brand? How many interactions with your brand do HCPs need before they are ready to prescribe?

If you would like to discover how this can translate to pharma, please email us at hello@wordbird.london