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|1st July 2014
The landscape of pharma marketing has changed drastically over the last decade. After years of “product-centricity”, pharmaceutical companies have realised it is time to shift focus to customer experience; providing customers with what they want, how they want it, and when they want it. This shows a move from volume to value, concentrating on building engaged and loyal customers.
Pharma has become passionate about delivering value to customers, but changing the way the industry thinks hasn't been easy, and there is still a way to go before everyone is on-board and open to the methods required as part of the customer experience vision. Customer-centricity requires an openness and willingness to constantly listen to what the customer has to say, followed up by taking actions to adapt accordingly. In an industry that is comfortable with strict regulations, red-tape, and rigorous research, this reactive and quick-to-act approach will feel uncomfortable. Harry Crook, Pharmacist, understands the importance of providing products that patients want, as he discusses in this video: https://www.youtube.com/watch?v=2_qbtHqr3Zs.
We're not suggesting you throw out your Sales Force Effectiveness insights and start from scratch. It is still important to measure the performance of your sales force, but what you should be looking to do is complement your existing set-up with an additional layer to your customer experience strategy, by allowing real-time customer feedback to be collected.
Listening to what your customers say will help you to understand their needs and ensure you are delivering your product (or service) in the right way.
Together, Sales Force Effectiveness and customer feedback data can (and should) work together to provide a truly holistic view of your customers' experience.
|18th November 2019
In this special pack, we provide a comprehensive outlook of launch excellence. We cover topics ranging from gathering effective insights, to understanding the current landscape, and the importance of pre-launch strategy for improving relationships between the customer and the brand.
|1st November 2019
In 2017 the approval of the first CAR-T treatment took the world by storm, transforming the way cancer is treated, but two years later more than 500 CAR-Ts are in development. So how can pharma ensure its product stands out from the crowd?