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Immersion is Key to Developing Customer-Centric Creative

Greg Kirsch

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Online communities covering every imaginable group exist. For example, following threads on Sermo gives unique perspectives into the thought processes, needs, challenges and desires of HCPs.

The More You Know

The better you know your customer—her behavior, attitudes, interests and opinions; what she goes through on a daily basis—the more likely it is you’ll find the insights that lead to identifying her true needs. And therefore, you’ll be able to better satisfy those needs through messaging, services and products.

While reams of market research may exist (and sometimes it doesn’t), there are many creative ways to immerse yourself in the customer’s experience. And if you and your teams are determined to obtain that deeper understanding, the creative outcomes will be well worth the effort.


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