Designing Distinction in Pharma that Transcends Clinical Value
Author: Jonathan Crosby, Director of Strategy
Born from the pandemic, a paradigm shift in how pharma drives differentiation is now underway seeing many companies realizing that simply offering effective medications is no longer enough to thrive in a competitive market. The shift from selling products to delivering exceptional customer experiences, that go beyond clinical value, is the new currency of healthcare.
While the efficacy and safety of pharmaceutical products still remain crucial, healthcare customers want more, desiring holistic experiences that address their physical, emotional, informational, and logistical needs. Those companies that are leading the charge are not only organising their businesses around understanding what their customers want but are rapidly evolving towards becoming health solution providers to effectively meet their customers’ end-to-end needs, spanning across the entire healthcare journey.
Putting customer experience at the heart of brand strategy will see those early adopters foster stronger connections with patients and healthcare professionals, leading to increased trust, loyalty, patient satisfaction… and ultimately and increase in market share. However, companies must go beyond a one-size-fits-all approach to truly understand the unique needs, preferences, and challenges faced by patients and healthcare professionals in order to be effective.
The good news is the shift is an evolution and not a revolution, meaning that providing personalised experiences and tailored solutions can be created, implemented, and iterated at speed. In order for this to be successful, it begins with identifying and interrogating key audiences to target – understanding the human – and fostering empathetic communications to build positive and emotional connections, and ultimately trust. It also requires companies to pivot towards embracing a digital-first approach to ensure seamless access is maintained and a continuous feedback loop is created to advance critical learnings that can not only enhance clinical outcomes but also strengthen the bond between the company and its customers.
Our IDENT model has been designed to rapidly accelerate this process, providing companies with a fast and nimble approach to defining best practices and shaping brand distinctiveness.
IDENT stands for:
Also, as part of this process we interrogate customer channel preferences to see where key commonalities lay and ensure these are aligned to the segmentation models to build out robust touchpoint maps.
Customer experience is ultimately an agile and iterative process that can be gradually built via testbed learning and does not require such a radical approach to get the ball rolling… but to have a stake in the ground, companies must act fast to ensure they remain competitive and more importantly, relevant. The approach healthcare brands must now take is to ultimately identify and establish meaningful connections with their customers by undertaking new methodologies to understand their specific needs and aligning their value propositions to marry up.
Designing a customer experience strategy and delivering it at scale requires a holistic approach to deliver experiences that matter!
We can help.
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