Improving Pharma’s Customer Engagement Blind Spots

About this episode

Caroline and Harry discuss the shortcomings in Pharma's customer engagement and the behavioral changes needed to improve it.

Caroline and Harry explore why customer engagement is still falling short despite major investments in platforms, CRM upgrades, digital capability training, and customer journey mapping. They unpack research which shows a deep disconnect between HCPs, who remain underwhelmed by how Pharma engages with them, and Pharma executives, who remain convinced they’re doing brilliantly. The real issue? Behaviour. Mindsets. Accountability. And a lack of consequences when organisations still behave in brand-centric (rather than customer-centric) ways. Caroline and Harry explore what it'll take to move customer engagement from rhetoric to reality: from redefining incentives and measuring true customer value, to co-creating with HCPs and role-modelling customer-focused change from the top. Research mentioned: https://www.iqvia.com/-/media/iqvia/pdfs/mea/white-paper/hcp-engagement-model-2-in-post-covid-world.pdf https://www.forrester.com/report/the-state-of-us-consumer-personalization-2024/RES181819 https://www.deloitte.com/us/en/Industries/life-sciences-health-care/articles/customer-engagement-strategies-pharmaceutical-industry.html

People in this episode

Host: Caroline

Guest: Harry

Topics covered

• customer engagement
• pharmaceutical industry
• HCPs
• digital capability
• customer-centric
• behaviour change

Keywords

• customer engagement
• HCPs
• Pharma
• digital capability
• behaviour change
• customer-centric
• incentives

Mentioned in this episode

Organizations: Pharma, IQVIA, Forrester, Deloitte