iMedia: McNeil’s Greg Meyers

Greg Meyers, business unit manager for CRM and marketing technology for pharmaceutical giant McNeil, gets the iMedia treatment today. The interview focused on the exploitation of niche markets. Biggest lessoned learned:

The lesson learned here is to really look at how your product is being used by customers. We found a niche market to target rather than focusing on a mass market, which we could do because we’re actually the number one sugar substitute out there. But this way we’re marketing to our heavy users, so that’s the lesson – find your heavy users and market to them differently.