Pharma companies are not fully acting on their customers’ communication preferences, primarily regarding what types of information and services (content) they want to get and where they prefer to get it (channels). Content and channel preferences vary by country and specialty area, but pharma firms tend not to address those variations, leading to gaps that result in low customer engagement at best and dissatisfaction at worst. It is found that physicians:
Prefer education and data, but firms focus on product awareness
Both GPs and specialists want medical education; specialists also put a high value on new clinical data. Pharmacists prefer patient support materials and drug-related information. But firms aren’t adjusting their approach by country or type of customer, instead focusing on promoting their products. The lack of content relating to clinical practice—like guidelines, patient support, and clinical cases—contributes to low customer experience ratings.
Prefer a mix of communication but mostly get meetings with sales reps
If physicians’ most recent interactions are representative of all interactions, it’s clear that pharma firms rely on sales and medical reps to drive their overall strategy. A wide variety of communication types comprise the rest of the mix, with websites taking the largest share. While physicians do value rep activity, firms appear to underutilize digital channels and likely rely too much on face-to-face meetings. While physicians prefer roughly a quarter of their interactions with firms to be such one- to-one meetings, they’re getting twice that many. To realign the communication mix with HCP preferences, firms need to complement—or replace—sales rep touchpoints with group meetings, virtual events, recorded events, and useful mobile experiences.
Steps to Improve Customer Experience
1. Leveraging the Power of AI
The implementation of AI across various segments has bought along with-it various benefits for the pharma industry. AI has helped systems in processing information faster, elevating the standards of analytics, and offering a holistic experience to the customers, all at once!
For instance, Chatbots are one of the many technologies that are powered by AI to elevate the customer experience and ensure that the customers are provided with the most relevant information regarding their queries.
CX software for the pharmaceutical industry utilizes AI to its full potential, by offering comprehensive analytics, reports, and automation to businesses, providing them with a holistic view of their customers’ feedback. Whether it is accessibility to medicine or poor delivery, customer feedback provides pharmaceutical businesses with the problem statements to concentrate on for improving their operations and eradicating the issues customers are facing.
This helps the pharma businesses in correctly identifying their customers’ plights rather than assuming and creating newer strategies to ensure that their CX is improved based on customer feedback.
One of the most important factors for improving the customer experience for any industry is to ensure that the customer feels that their journey was personalized. The same stands for the pharmaceutical industry as well. Customers engaging with any pharmaceutical venture are expecting to be served with options and expect their requirements to be met without any hassles.
For instance, if a customer walks into a pharmacy shop for getting digestives, they’d want the pharmacy to provide them with multiple options. The customer would also prefer if they don’t have to walk the extra mile of going to another pharmacy shop if they have any preferences with a particular brand of digestives.
This is just an example of how a pharmaceutical business can offer personalized CX. This can be taken a step further through a healthcare feedback app, through which businesses can evaluate their customers’ feedback and ensure that the next time the customers return, it is visible that their feedback has been taken into account and implemented.
3. Conducting Customer Feedback Surveys
Setting the stage for customer feedback is the first step for enhancing your customer experience. Customer feedback plays a crucial role in the pharmaceutical industry for identifying gaps and plights the customers might be facing. Using a healthcare feedback software, pharma businesses can design targeted customer feedback surveys for their customers.
A feedback survey plays many important roles, one of which is getting valuable insights into the customer journeys. Through customer feedback surveys, businesses can identify how happy a customer was after conducting their business with them, and what could be done to improve their customer experience the next time they visit. Survey questions can be drafted based on the key requirements of the customers and their expectation to evaluate how well they are met, which ultimately helps businesses in improving their overall customer experience.
4. Customer Journey Mapping
The concept of Customer Journey Mapping is very intriguing, and as relevant for the pharmaceutical industry. This process helps businesses in visually illustrating the needs of the customers, their journeys, their perceptions, and their satisfaction levels based on their interactions with your brand. This helps you in accurately calculating your customer satisfaction and evaluating what level of CX you are offering to your customers. This makes it convenient for businesses to identify the opportunities where they can improve their customer experience and create targeted strategies to ensure the same.
5. Empowering the Customers’ Feedback
Reviews, forum blog posting, ratings, etc., are all the different types of mediums through which a customer can provide feedback. Hence, using a healthcare feedback software, you can redirect a customer’s perception of your brand to your personal database by offering them various options to
provide feedback. Happy customers tend to just provide ratings. Unhappy customers mostly like to suggest ways you can improve your servicing, which can be asked via elaborate feedback forms, which provides a more personal identity to your customers’ feedback. This also gives them the impression that their feedback will be taken seriously, ultimately urging them to give your business another shot and improving their customer experience.
The lack of a single source of truth, quality data and ad hoc manual reporting processes undermined top management’s visibility of integrated insights on sales, sales rep interactions, marketing reach, brand performance, market share, and territory management. Understandably, the client wanted to align information that has hitherto been in silos, to gain a 360-degree product movement view, to optimize sales planning and gain competitive edge.