Customer experience has become increasingly important across industries, and the pharma industry is no exception. In this industry, the customer experience often revolves around engaging with healthcare professionals (HCPs). This can include doctors, nurses, pharmacists, and other healthcare providers who prescribe and use pharmaceutical products. For any pharma company, building a customer experience strategy that puts HCPs at the center is crucial to success.
To begin with, creating a culture where everyone in the organization understands the importance of the customer experience is essential. According to a survey of healthcare professionals by the Healthcare Information and Management Systems Society (HIMSS), 90% of respondents said that a positive customer experience is important when working with pharma companies. This means that every employee must have a common understanding of the customers they serve and how the organization will achieve its goals. This requires a commitment from the entire organization, not just the technology team.
While automation and technology can certainly play a role in improving the customer experience, it’s equally important to focus on changing the way people work. Planning is key to achieving this, as it helps ensure that everyone is aligned and working towards the same goals.
The most successful pharma companies understand that positioning themselves to be there for their customers is more important than launching new technology. In fact, according to a study by Bain & Company, companies that excel in customer experience grow revenues 4-8% above their market. This means putting the customer at the center of decision-making processes and undertaking initiatives that allow HCPs to voice their needs and opinions.
For example, conferences between doctors and key opinion leaders can be a valuable way to engage with HCPs and gain insights into their needs. Additionally, pharma companies can undertake market research and use data analytics to better understand their customers and their preferences.
Creating a positive customer experience in the pharma world requires a holistic approach involving technology, people, and processes. By prioritizing the needs of HCPs and fostering a culture of customer-centricity, pharma companies can build stronger relationships with their customers and ultimately drive better business outcomes.