this article has been archived; content may be out of date.
|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.
|11th December 2018
Blue Latitude Health sits down with key opinion leader and specialist neurologist Dr Timothy Vollmer to better understand the paradigm shift in MS treatment. He explains the challenges neurologists face when making treatment decisions, and why patients need to be treated with more efficacious drugs earlier on.
|10th December 2018
Our in-depth report is based on original data and expert interviews, which coupled with our own experience, ensures we give you the best recommendations for achieving launch success in challenging markets.
|3rd December 2018
Multi-award-winning advocate and patient engagement champion Trishna Bharadia gives a valuable insight into life with multiple sclerosis. She explains how treatment has changed, how our healthcare systems and pharma can unite to improve quality of life for MS patients today, and why her diagnosis isn’t stopping her achieving her goals.