Enhancing marketing strategies through customer-centric approach and promoting culture of excellence in its execution

• Main Author: Anselmo, Sheila Mari
• Format: text
• Language: English
• Published: Animo Repository 2020
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5186
• Institution: De La Salle University

This action research is about the enhancing companys marketing strategy through a customer-focus approach as well as improving its program execution by equipping the implementers with materials and program guidelines. The end goal of this action research is to enhance the image of the company as a strong partner of healthcare providers in promoting a patient-centric approach by providing a ground for scientific learning and best practice sharing among their colleagues in their fields of interest through high-level scientific modules. On the other hand, this research also aimed to promote excellence in the execution of marketing activities among the implementers. The researcher worked collaboratively with a team during data gathering, identification of issues, and execution of steps needed to address the issue. The data was gathered through one-on-one interviews, focus-group discussions and meetings with collaborators and other colleagues. The execution framework of Hamptons Group which involves executing, monitoring, evaluating, and rewarding was applied to guide the researcher on the process and actions needed to build solutions to address the issue. Kotters 8-step change framework also helped the researcher and the action research (AR) team manage the changes that was applied in the process. This action research underwent two cycles until the whole process was completed. The two issues that are interconnected with each which was addressed in this action research. The first one was the lack of customer-focus in the marketing strategies. To address this issue, the research team worked with medical affairs and selected medical societies, and created a patient-centric module which was cascaded on a national and territorial scope. It gained several commendations from other doctors through verbal and written feedback. The second issue was the lack of excellence in execution of strategies. The AR team identified that these were brought by lack of understanding of programs, time constraints, as well as budget limitations of the venue based on the data gathered by the team. This issue was addressed by providing training on how to properly conduct a CME activity, increasing the budget allocation, and lowering target activities in consideration of the other daily activities of the implementers. These interventions helped increase the performance of the team which helped the implementers achieved their targets on cycle 2 of the research. The achievement of the goal of this action research was made possible through the strong collaboration, alignment, and commitment of the AR team. In doing this research paper, the application of the Spiral of Action Research Cycles helped the team to continuously seek for steps and ways to address the problem through careful diagnosis, alignment in planning, excitement in actions taken and constant evaluation at the end of each step done. This action research touched both my personal and professional life especially in learning the value of alignment and collaboration in achieving our goals for the benefit of the team and the organization.