Finding Success With A Customer-Centric Approach

An amazing digital transformation continues to take place in the life sciences industry. The expectations of patients continue to grow as the amount of health information resources are made available online. In a few years, we expect that the majority of healthcare professionals will be digital. Healthcare professionals are beginning to leave their digital marks in every corner. As a result, the pharma industry will need to use all the information and insight to ensure there continues to be a steady engagement with patients.

Generally, pharma marketing has been mainly driven by products and their campaigns. Marketing that is more product-centric will typically focus on a large marketing message. Unfortunately, this type of approach can lead to failing customer service due to the poor experiences that many customers will receive. When this approach is taken, the customer’s context is not taken into consideration nor does it grab hold of the power of engagement.

Many patients are finding themselves more self-supportive and they want to receive significant value over the course of their communication and interactions. As a result of being self-supportive, they are no longer fully dependent on the healthcare professionals and the messages that are being produced by the marketing departments.

Patients and healthcare professionals are now seeking valuable experiences across a variety of channels that will focus on all their unique requirements. A major part of customer engagement that we experience today still takes place in person. In the new environment that is more data-driven, there is now the ability to use traditional data and digital data to create a more comprehensive picture.

Customer data can take multiple forms across multiple channels and platforms. Organizations should continue maintaining a precise inventory of all the sources and look for transpiring data sets. When these steps are taken, organizations will ensure they will remain competitive. Marketing will continue to become more customer-centric, there will be a need to create and report accurate data. When you have marketing data that is not correct, this could result in a loss of customers and a loss of money.

When you are looking for success with your customer-centric approach, one of the keys to success is leveraging high-quality data at every stage of the customer’s journey.

Discover how you can put the customer at the center of your strategy and join us for the 3rd Digital Pharma Multichannel Marketing Boot Camp East, taking place December 4-5 at Sonesta Philadelphia Rittenhouse Square in Philadelphia, PA.

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