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2016-08-22

5 customer experience trends in pharma for 2017

The pharmaceutical industry has made a 180-degree turn in its business strategy last years. Digital has altered everything – marketing tactics, customers’ mindset and effective brand value creation. People become more digital savvy and healthcare companies must do their best to meet the customers’ expectations. Panos Papakonstantinou, head digital commercial, Europe at Novartis, has extra expertise in banking and telecom spheres and thinks that pharma must learn from other business sectors how to satisfy customers’ needs.

What new goals should be set in healthcare so far? Jessica Federer, a chief digital development officer at Bayer, underlines that now pharma refocuses on the patient-centric approach and a pull commercial model, which delivers services, not products. We have gathered some more data on this topic. Get to know the main new 2017 trends in pharma to reconsider your business strategy. 

        1. Enhancing customer engagement

Developing customer centricity does not mean only targeting the right audience anymore. Erika Maguire, director of insights programs at Forbes, tells that now customer engagement takes many various forms. It presupposes multichannel communication throughout the whole lifecycle of the customer journey. There should be a real-time ongoing dialogue between reps and HCPs in 2017, with an emphasis on personalized content. To generate positive insights, pharma companies’ objective is to nurture customer loyalty and sustain engagement over time.

        2. Reallocating funds and resources

Annetta Powell, professional network marketing coach, mentions that customer attraction and brand building take a great deal of time and resources. Even if the budget is not tight, the recent report has indicated that all the assets should be restricted to several tasks, which can gain more profitability and drive better customer experience.

        3. Implementing analytics and metrics

Customer analytics within your digital marketing strategy is becoming a cornerstone of the entire pharma industry. Applying hard and soft KPIs and making use of critical metrics will help your company measure the corporate performance. Duff Anderson, SVP and Co-founder at iPerceptions, states that only brands, which succeed in leveraging their analytics in 2016, will get a competitive advantage in 2017. The only point here is to concentrate on the right KPIs in order to benefit from data-driven analysis. Measuring the right things will personalize the customer experience and increase the company profitability.

        4. Providing qualified training

The qualification of sales teams in pharma is also an issue of concern for 2017. Onboarding must be an integral part of a work process to make high performers out of ordinary reps. Lisa Clark, software marketing executive at Qstream, highlights that no one wants a talking head to school him, but prefer a so-called “reverse mentoring” – sharing of fresh ideas and gained expertise between newcomers and sales veterans. A new digital generation likes to learn through video, mobile apps, and online webinars.

        5. Aligning company departments to meet a single goal

Driving customer success requires a consistent and unified approach across all the departments of the pharma company. Talking about the customer-centric trends in healthcare, Nick Mehta, CEO at Gainsight, emphasizes the importance of customer-focused organization.

Sales managers, marketers, sales reps and other employees must coordinate their efforts to ensure the customers get actionable value from the products and services. Implementation of the cross-functional CRM and CLM systems also contributes to the workflow optimization and improves customer experience. Be sure to request a free demo and get a deep insight on how to effectively organize your pharma business.