Ep.22 - Miracles, Not Marketing Metrics - Richard Schwartz

From challenging public perceptions of the pharmaceutical industry to redefining how patient trust is built and maintained, Richard Schwartz brings a bold, human-centered vision to healthcare experience design. As a CX leader in the life sciences, Richard unpacks why patient journeys are more than process maps—they are emotional and behavioral landscapes shaped by belief, compassion, and clarity.

In this episode, Richard and Jochem explore how pharma brands can evolve beyond reactive care and build real relationships through trust-driven design. They challenge the myth that pharma companies are purely profit-driven and instead spotlight the untapped opportunity in patient-centered experiences that drive both adherence and outcomes. From the role of compassion in medicine to the impact of AI-driven agents on healthcare journeys, Richard offers a blueprint for how experience can become a true form of clinical intervention—with measurable, meaningful impact.

Guest Bio

Richard Schwartz is a customer experience leader in the life sciences sector, where he’s made a mark uncovering the hidden dynamics between pharmaceutical companies, healthcare providers, and patients. His work has focused on understanding why prescriptions often fail to reach patients and how trust becomes a critical, and often overlooked, factor in medication adherence.

With a deep commitment to patient-centric innovation, Richard views experience design as a form of medicine—one that holds real clinical impact. His approach bridges operational complexity with human insight, helping pharma brands reimagine engagement strategies that build trust and improve outcomes. Passionate about shaping the future of healthcare, Richard brings both empathy and strategic rigor to his work in redefining how the industry serves its most important stakeholder: the patient.

Chapters

00:00 Introduction to Richard Schwartz and his CX mission in pharma

03:42 Pharma’s Disney complex vs. the real miracle of medicine

08:24 The public trust gap and its root causes

13:39 Misunderstood journeys and the myth of segmentation

18:28 Experiences in medicine: Compassion as a clinical tool

21:25 The tangled economic ecosystem around patient care

25:29 Obesity treatment as a best-in-class CX example

28:03 Debunking common myths about the pharmaceutical industry

34:11 Pharma advertising and missed opportunities to connect

37:41 Breaking the cycle of preserving the status quo

42:08 Drawing patient-centricity: arrows in, not out

44:10 Metrics, measures, and why action matters

46:39 Designing predictive, invisible experiences

50:16 How CX drives prescribing behavior and brand adoption

54:18 AI and agentic systems: the future of healthcare journeys

59:40 Data sharing, privacy fears, and trust trade-offs

01:06:29 Richard’s advice for building your Experience Edge

Jochem’s Profile - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠⁠⁠⁠⁠

Richard's Profile - https://www.linkedin.com/in/richardpschwartz/