Customer experience (CX) in the pharmaceutical industry is increasingly moving centre stage as companies look for practical ways to assess how well they are meeting the expectations of their stakeholders.
Chief among these are healthcare professionals (HCPs), but these are changing times for everyone as countries, customers and companies continue to navigate their way out of the acute phase of the COVID-19 pandemic.
There has certainly been a course correction after the sharp pivot to digital in the spring of 2020 that pharma commercial operations were forced to make, just as we all were in our everyday lives. But things will never fully return to how they were pre-pandemic. Instead, the industry faces an environment that is still adjusting after the shocks that COVID-19 brought.
As it does so, the often-voiced aspiration for commercial organisations to be more customer-centric brings with it a clear need for metrics to determine if these best intentions are being transformed into reality.
In the past, our research has shown that HCPs have a greater belief that a company understands both their challenges and those that their patients face when the CX they receive is excellent rather than poor.
CX can also drive clear business results for the leading companies, and we’ve found that HCPs will believe more in a company’s products, have a better perception of a firm, and engage more with it, if their expectations are met or exceeded.
In our latest research we took a global look at the state of pharma CX, surveying 6,270 HCPs across 14 countries and eight therapy areas between July and September 2022. The study is based on the respondents’ two most recent interactions with a pharma company and is the widest application of our Customer Experience Quotient (CXQ) metric for one of our public studies to date, adding to the CX research we’ve been conducting since 2017.
• Read my PME article on pharma customer experience (CX) in full
Dominic Tyer 