There’s a digital drop-off for the pharma content that HCPs in Europe’s five biggest markets say they need the most from the industry.
That’s one of the conclusions from DT Consulting’s latest report on pharma customer experience (CX), which follows our similar studies cover global pharma and the US industry.
Based on a survey of 2,265 healthcare professionals (HCPs), the new research uses our Customer Experience Quotient® (CXQ®) methodology to measure how well doctors perceive their interactions with particular pharmaceutical companies.
Assessing more than 4,500 industry interactions from HCPs who primarily work in eight therapy areas we found some huge CX gaps between different types of channels.
The European Customer Experience benchmark report also shows how pharma’s engagement model varies across the region, revealing the industry to be in a period of adjustment after COVID as it gradually returns to the familiar pre-lockdown norm of face-to-face engagement with HCPs.
However, ranking the best performing individual channels we saw digitally-enabled medical reps outpacing their counterparts in sales when it comes to the level of CX they provide.
• Read the full European Customer Experience Quotient® (CXQ®) report for more details
Dominic Tyer 