Conquering new heights in pharmaceut­ical, consumer industry

Conceived in , IPI traces its

Global pharma customer experience CX looks to be generally stable in , but appearances can be deceptive. The importance of grasping the CX opportunity takes on further levels of urgency with the confirmation of the significant role it plays in driving prescribing decisions. In this survey, which we conducted in thirteen countries from January to February , 6, HCPs rated a total of 12, recent experiences with a pharma company.

Our study shows that:. Figure 1: : Global customer experience remains average in Figure 3: Consistent CX improvements are rare at the country level. Figure 4: CX trends downward across therapy areas. We already know CX performance has a strong positive impact on business drivers and that excellent customer experiences boost engagement and reach.

Furthermore, our previous studies have shown CX is the foundation of customer centricity in the pharmaceutical industry, with positive experiences improving a range of customer-centric metrics, from brand perception to feeling supported to viewing companies as empathetic. Now we see just how much CX matters to HCPs, and that they recognize pharma engagement can assist their prescribing decisions.

Our data found:. Figure 6: CX boosts product confidence and prescribing decision-making. Our data shows:. Figure Video calls fall from favor as in-person visits rise to the top. Figure A third of HCPs want different options for pharma engagement. This requires a nimble response that focuses on internal transformation within organizations to deliver a more consistent CX across markets, business units, and functions.

To thrive in this environment, pharma firms will need to:.