Pharma marketing departments are no longer just responsible for bringing in new subscribers. Pharma is Using Analytics, they are now tasked with managing the entire customer experience, starting from the initial interaction to establishing and maintaining a loyal brand relationship.
Pharma is Using Analytics, investing heavily in digital media and omni-channel marketing, they don’t sell directly to the consumer. That can create a challenge when it comes to relationship building and journey optimization.
However, this shouldn’t discourage pharma marketers from working to improve the customer experience. To get an idea of how customer journey optimization works in practice for the pharma industry.
In order to prescribe the right medication, doctors need to listen to and understand the specific requirements of each of their individual patients. This requires a conversation, a deep understanding of medical history, current health issues and specific actions that can be taken to ensure healthier future outcomes. In the same vein, pharma companies can once again, optimize their sales forces to meet their customer’s requirements with personalized products and services ensuring they are aligned to their customer’s investment in outcome focused care. By becoming part of the dialogue, a sales team that engages with their wider supply chain can have a significantly wider impact, even as doctors take control of their purchasing processes.
Integrating the right kind of customer data in an overarching digital strategy makes way for cost-effective collaborations between the company, the sales force and the supply chain. Multichannel marketing efforts designed to targeting the relationships and dynamics between Prescribers and Patients become more effective due to more personalized messaging, that pinpoints specific solutions to a specific problem. Marketing to a customer segment of one is a real possibility with the correct segmentation.
This approach becomes even more enhanced when building a feedback loop into the channels, allowing the relationship between the sales force and Prescribers to become as intimate as it was under the traditional sales model. By mitigating risks and adhering to global compliance requirements, companies can build a healthy portfolio of products and services that will show an incremental increase in use, thereby providing more value to its customers.
