Understanding your product and how it will be perceived is essential to great marketing—but deeply knowing your customers is what unlocks the realm of insights that can create a winning brand strategy. As Gilead has entered new therapeutic areas and indications, its teams have been challenged to re-think long held assumptions about various constituents and inspired to get below the surface to know these customers better.
This session highlights how a customer-centered approach informs strategic decisions, and enables deeper engagement while addressing the question every marketer and researcher should always be asking: How do you continue to better understand your customer?
Key Takeaways:
• Exposure to the methodologies and insights that shaped a deeper understanding of the core customer
• Why understanding the customer is such a critical driver of commercial and engagement success
• How enduring partnerships support ongoing insight development and commercial impact
Presented by HawkPartners and Gilead
