When referring to customer centricity, if there had to be one rule, it would probably be this: make sure all of your customers’ issues are always solved. Regardless of the issue the customers are having, one of your main goals should be to always resolve the problem.
How does customer centricity relate to the pharma industry? For a number of years in the pharma industry, it seemed that all the pharma companies were working towards a purpose. The purpose of ensuring customers received valuable information and access to the right medication seemed to be reasonably uncomplicated.
However, things changed over the years and the pharma industry is not what it used to be. There has been a significant reduction in pharma sales. What used to work for pharma companies is no longer working.
The changes have occurred due to various reasons, including the following:
- Changes in government regulations
- Changes in the way customers and physicians communicate
- An increasing number of lawsuits
With all of these things occurring in the pharma industry, many pharma companies are struggling to survive. If a pharma company cannot survive, that company will not be able to help any customers.
Taking a more customer-centric approach can completely change the pharma industry. It is not enough to simply focus on the medications and other products in the pharma industry; there should also be a focus on making sure customers are aware of what is going on.
In order for a pharma company to survive, it is important to move away from the professionals who only want to talk about the product. It is important to find people who also want to talk about providing better services for the customers.
To learn how your organisation can solidify a more customer-centric approach, be sure to attend Digital Pharma Europe. The 2016 event is hosted by AstraZeneca at the Alderley Park Facility in Cheshire, UK this 1-3 March and brings together over 200 life science leaders from across Europe and around the world who are implementing the latest trends in digital and social channels to enhance customer experience. To learn more about this event please download the brochure or visit the website. Click here to register and be sure to mention Priority Code C791BLOG.