How pharma is embracing customer experience

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In our rapidly evolving society, it is becoming the norm for customers to make their decision on whether they buy a product based on their overall experience in dealing with a brand or company.

Properly executed design of the customer experience enables organizations to understand their customers’ expectations and needs, and align their interactions accordingly.

The pharmaceutical business environment is complex, science-driven and regulated. While purchasing (or prescribing) decisions in this environment are not solely driven by personal preference, the industry is not immune to this transformation. Its customers are becoming resistant to push sales and marketing, and are instead preferring to relate to the overall experience provided in their pull interactions with the company.

Customer experience will be the next battleground for the pharmaceutical industry and, in this article, we explore what it means for the sector.

The article was written by:

  • Frank Kumli
    Executive Director, Life Sciences Advisory, EY, Switzerland
  • Matthias Felber
    Executive Director, Customer Experience Leader, EY, Germany, Switzerland and Austria
  • Victoria Serra Gittermann
    Senior Consultant, Life Sciences Advisory, EY, Switzerland

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