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Guest Post

What it means to be a product manager in the pharmaceutical industry 

Ian Haynes is a digital marketing specialist and has successfully deployed over 500 pages of content as a ghostwriter for businesses of all sizes. He believes that for people to truly value your business and perceive it as a brand, your content needs to do much more than just inform, it needs to talk, engage, and convert. Outside of his work, Ian likes exploring Brooklyn with his Labrador.

Ian Haynes

<p>In this <a href="https://www.mindtheproduct.com/producttank/oslo" target="_blank" rel="noopener">ProductTank Oslo</a> talk, <a href="https://www.linkedin.com/in/kristiancb/?originalSubdomain=no">Kristian Collin Berge, </a>Founder of UX Signal shares an example of early-stage product discovery and what the usual problems are.</p>
<p>Watch the video to see him talk in full, or read on for an overview of the key points:</p>
<ul>
<li>Test market demand before investing in product development</li>
<li>Create a process for research and data standardization method</li>
<li>UX signal case study</li>
</ul>
<h2>What is the usual problem?</h2>
<p>A usual problem is when product teams cannot access <a href="https://www.mindtheproduct.com/conducting-user-research-at-scale-kenton-hansen-on-the-product-experience/" target="_blank" rel="noopener">users for research</a>, testing, and feedback for product development. It requires deep customer understanding, but the common problem comes from finding the research.</p>
<h2>Try intercept users as a viable solution</h2>
<p>Kristian built a system called &#8220;Intercept User&#8221; to help researchers find the sources and data to help them continue their research. His team added a CTA in the customer journey process and invited them for research activity. The application starts an automated scheduling process as soon as the customers participate in the research program.</p>
<h2>Standardize research methods</h2>
<p>To minimize research time and process, you should standardize the team according to their capabilities and abilities. Similarly, you should also standardize data because you will have plenty of it after various tests. Kristen then quote a statement by one of their design lead at a portfolio company</p>
<p>&#8220;Weekly interviews and user tests have been essential to increasing our customer focus. It has improved our understanding of <a href="https://www.mindtheproduct.com/user-behavior-can-bite-lessons-product-management-trenches/" target="_blank" rel="noopener">user behavior</a> and changed the way we prioritize.&#8221; &#8211; Design lead, Porterbuddy</p>
<h2>Use quality UX signals</h2>
<p>Kristian and his team started a &#8220;<a href="https://www.mindtheproduct.com/product-and-ux-design-effective-ways-to-work-together/" target="_blank" rel="noopener">UX Design</a>&#8221; project to figure out a real marketing opportunity. The first step was to reach out to the internal project designers and managers. And the second step was to conduct the research.</p>
<p>One project approach is to find genuinely interested people for the project. They conducted a conversation test in which they were given the option if they were willing to work on the project. The conversion rate was around 67% from the internal channel. However, the market opportunity data is still not ready to be trusted.</p>
<p>Kristian and his team conducted a second test based on Google ads and user acquisition channels to check the data further. &#8220;User Testing&#8221; was the higher converting keyword and resulted in high CTR, which was 6% on less than $1 CPR. They funded the marketing budget to different channels and ads to direct the traffic to a landing page. The primary objective is to test if they convert the incoming traffic to buy their product.</p>
<p>The CPC and CPA are useful metrics for budgeting and pricing strategy. It will allow you to stay profitable and tells you how to construct an efficient and effective marketing strategy. Soon after they have enough data and a viable hypothesis, they can implement the practices to their existing users, process, and new customers.</p>
<h2>Do some live testing</h2>
<p>The next step is to make the product live and present it to the target audience. Teams should also use the MVP and measure metrics to test the strategy and methodology. At this stage, everything should be written in code.</p>
<p><strong><a href="https://www.mindtheproduct.com/producttank/" target="_blank" rel="noopener">Learn more about ProductTank</a> – find your local meetup, explore more ProductTank content, see the latest ProductTank news, and discover ways to get involved!</strong></p>
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core/freeform

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