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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.
| 11th January 2018
Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.
| 4th January 2018
Measuring marketing activity is proving to be a major challenge in pharma. Here, Senior Consultant Paul Townley-Jones explores the meaning of success and gives his tips for measuring efficiency and effectiveness, along with the formula for calculating profit and ROI.
| 5th December 2017
Pharma is making measured progress in its adoption of multichannel marketing. But can it actually measure success? And does it even know what good looks like? Chris Ross interviews Senior Consultant Paul Towney Jones to explore the risks and benefits of increased investment in MCM.