The Role of Customer Experience in Pharma

Customer experience (CX) is the totality of the experience that a customer has with a brand, encompassing far more than direct interactions. CX begins before direct interactions and continues after, shaped by expectations set by other people and brands. In pharma, CX applies to both patients and healthcare providers, including payers and front-end employees. The challenge is determining where CX should sit within the organization, with most companies adopting a central coordinator responsible for stewarding the entire system. To embrace CX, brand directors should understand and meet customer expectations, which are shaped by experiences with other brands. Successful brands focus on making the brand experience easier and more tailored for each customer type. Cultivating a strong understanding of the customer, mapping pain points and key moments in their journey, and tailoring content accordingly are key to a successful CX strategy. Collaboration with regulatory partners early on and leveraging media to build awareness and deliver just-in-time messages are crucial components of a comprehensive CX approach in pharma.