Changing attitudes to health
An up to date, medium-sized business such as Queisser Pharma must change with the times. It is shaped by a constantly moving market and in its turn it shapes the market with its activities. Jan K. Kuskowski, Managing Director of Queisser Pharma, commenting on this situation says, "We see how the market is moving and we move just as fast." The market surrounding Queisser Pharma is dynamic and is subject to huge changes especially at the moment.
Demographic development of the population structure in all countries throughout the world will lead to big social and economic changes. Never before on earth so many people have become so old whilst remaining so youthful, healthy and actively involved in society. The proportion of over 60 year olds to every 100 people between the age of 20 to 60 will almost double by the year 2030. By 2050, 78 out of a 100 people will be over 60 years old.*
Life expectancy is increasing from generation to generation. Today sixty year olds can already look forward to living another 20 years. As we increase in age, our attitude to ourselves and our health begins to change. Prevention and personal responsibility are the two key terms here. It is desirable to give our body everything it needs early on if we want to achieve such a healthy and active old age. Nowadays people know that they cannot leave their health entirely to doctors. They have to act on their own behalf. "Queisser products are signposts towards a new lifestyle encompassing greater health and increased personal responsibility," confirms Gert Bendixen, Managing Director of Queisser Pharma.
*Source: The Methuselah Conspiracy, Frank Schirrmacher, Blessing-Verlag and the Federal Office for Statistics
Today's well-informed consumer is characterised by something else: the majority know that high quality costs money. It is inadvisable to play around with one's health by buying the cheapest products. The consumer knows the levels of active ingredients that are needed, he compares them with other products and he knows the value of what he is buying when he pays for high-quality health products.
Confirming statistical market research knowledge with experience gained during his professional activities, Bernd W. Hildebrandt, Sales Director of Queisser Pharma, says, "People are realising afresh and all over the world that the most expensive thing in life can be a long illness. Now more than ever they are prepared to pay out good money to maintain their health."
Nowadays one of the most important aims of every successful company is excellent communication with customers and consumers.
Doppelherz has been a TV brand since as far back as 1981. Regular transmission of commercials supports awareness of the brand name and sympathetically illustrates the benefits of the Aktiv range of products for the target group. In 2003 the advertising agency, Scholz & Friends, which has been responsible for the brand for a long time, was awarded the Effie advertising prize for the outstanding creative quality of its Doppelherz advertising films "The Power of Two Hearts". Nowadays, we run regular advertising campaigns for our consumers online to underline the benefits of our products.
What's more, the Doppelherz brand communicates directly with its users via social media channels. Queisser's customer magazine "Herz im Dialog" appears once a year with interesting information on and around the Doppelherz products and science news.
With major brands there is also a huge emphasis on clear and well-defined packaging design. Naturally, every user of Queisser products can see at first glance which product he is holding, how high the concentration of active ingredients is, how often the medicine should be taken and what specific application it is suitable for.
The clearly laid out and easy to read statements on Queisser's patient information leaflets provide additional information about the relevant product and its active ingredients.
For Queisser "Your opinion is close to our heart" is not just some hackneyed advertising slogan but rather the title of a short customer questionnaire which is attached to each information leaflet. It is quite astonishing and speaks in favour of the quality of communication that these questionnaires are used by consumers in extraordinary numbers either to express satisfaction with Queisser's products or to put in requests. Returned questionnaires are not only carefully evaluated at Queisser's headquarters but the suggestions communicated in them are often also used as the basis for new product developments.
"We use all modern media channels to communicate with our customers. We take our consumers seriously, ask what their requirements are and if possible implement the suggestions in our products," says Claudia Harding from Queisser's marketing department. In this case we go far beyond the statutory requirements. We pride ourselves on being extremely consumer-friendly.
From this it is obvious that Queisser's claim to quality does not end with the manufacture of high-quality products but extends equally to good, direct, responsible communication with the consumer. This does not stop at packaging design and classic advertising either since we also do a great deal to enhance the attractiveness of our products at the point of sale.