The document discusses the importance of customer experience in the biopharma industry, highlighting how enhanced connectivity is changing customer interactions and understanding behaviors. It emphasizes the need for a customer experience strategy that considers the motivations of healthcare professionals and patients, rather than focusing solely on regulators and payers. Additionally, it questions current practices in customer measurement and insights, advocating for a customer-first approach to drive loyalty and engagement.

1. In Conversation
Biopharma and the Customer Experience

2. The explosion
in connectivity, with
smartphones,
tablets...

3. The explosion
in connectivity, with
smart phones,
tablets...
laptops,
desktops...

4. ... is creating a step-change
in interactions. This is leading
to a better understanding of
customers’ behaviour.

5. right?
Which can only
be a good thing,
... is creating a step-change
in interactions. This is leading
to a better understanding of
customers’ behaviour.

6. Yesof course!

7. Exactly!

8. Engaging with
customers leads
to a number of
benefits, it...
Exactly!

9. transparency
increases

10. trust
builds
transparency
it increases

11. loyalty
and
boosts
trust
builds
transparency
it increases

12. These are just
a few of the benefits
in maintaining online
relationships with
customers. Right?

13. Yes!However...

14. Yes!However...
This is
PHARMA.
We do it differently,
because...

15. What we’ve
done in the past
has worked...

16. What we’ve
done in the past
has worked...
WHY
would
we change?

17. It’s the
REGULATIONS
our hands are tied!

18. We KNOW
what our customers
want.

19. wait!
But

20. whois your customer?

21. The patient.

22. Wrong!

23. Wrong!
The customer are the
regulators, payers and
the prescribers.

24. They
determine
the
Valueof your product

25. Valueof your product
procureThey
your product
They
determine
the

26. learn
They
all about your product
and consult with patients
to find out if your
product is the
right fit.
Valueof your product
procureThey
your product
They
determine
the

27. The patient is the end user.
the customer.

28. Do you have a
customer experience
strategy?

29. Do you have a
customer experience
strategy?
No, it’s just
a buzzword.
A bit of jargon!

30. is...
Customer
experience

31. is...
The sum of every experience
and interaction a customer has
with a provider over the lifetime
of the relationship with a brand.Customer
experience

32. Thank you for
that succinct
summary!

33. Thank you for
that succinct
summary!
But HOW
does having a customer
experience strategy
help my brand?

34. so your customers
will keep coming back.
loyalty
Having a customer
experience strategy
boosts customer

35. That sounds
good. What do I
need to do?

36. motivations
of your customers
Well... firstly we need
to understand the

37. behaviours
By understanding
their motivations and
motivations
of your customers
Well... firstly we need
to understand the

38. behaviours
By understanding
their motivations and
motivations
of your customers
Well... firstly we need
to understand the
solutions
that meet their needs
and thus, increase the
voice of your brand.
we can create

39. That sounds great.
Where do we start?

40. There are a number of ways
to do this, but they all start
with answering
3 key questions!

41. No.
1

42. Does the product
do what the customer,
healthcare professional
and patient need it
to do?
No.
1

43. Does the product
do what the customer,
healthcare professional
and patient need it
to do?
Function
We call this...
No.
1

44. No.
2

45. How easy is it
for your customers
and patients to access
the product?
No.
2

46. Accessibility
How easy is it
for your customers
and patients to access
the product?
We call this...
No.
2

47. No.
3

48. How easy is it for the
patient to understand
and use the product
or comply with the
drug regime?
No.
3

49. How easy is it for the
patient to understand
and use the product
or comply with the
drug regime?
Usability
We call this...
No.
3

50. We have clinical trial
data and market
research that answers
THOSE questions.

51. But do the clinical trials and
market research answer the
following questions?

52. Do you know
the local
needsof your customer?

53. Do you know
what they
from your
product?
expect
Do you know
the local
needsof your customer?

54. Do you know
what they
from your
product?
expect
Do you know
the local
needsof your customer?
Do you have a clear idea
of how the customer’s
needs are being met across
varying channels?
communication

55. Do you know
what they
from your
product?
expect
Do you know
the local
needsof your customer?
Do you have a clear idea
of how the customer’s
needs are being met across
varying channels?
communication
Do you create
for each customer
segment?
CXmaps

56. Do you create
for each customer
segment?
CXmaps
Do you know
what they
from your
product?
expect
Do you know
the local
needsof your customer?
Do you have a clear idea
of how the customer’s
needs are being met across
varying channels?
communication
Do you know when your customers
first come into contact with your
brand? What are their initial
impressions?

57. Not really.

58. Not really.
However,
we do collect
data on all of
our tactics.

59. good
start!
That’s a

60. What do
you measure?
good
start!
That’s a

61. Reach, frequency
and total spend of
communications
against the budget.

62. Reach, frequency
and total spend of
communications
against the budget.
And the most
IMPORTANT
metric...

63. We measure
SALES
FIGURES.

64. Well, all of those
ARE important, but do
you measure...

65. The overall EXPERIENCE
of using your communications
materials?

66. The EASE
of getting the
information about
your product?
The overall EXPERIENCE
of using your communications
materials?

67. The EASE
of getting the
information about
your product?
The overall EXPERIENCE
of using your communications
materials?
The TIMING of
getting access to your
information?

68. We BLAST out
our communications as
soon as we get approval!

69. So, you don’t
collect metrics around
CUSTOMER NEEDS?

70. You don’t
collect metrics
around their
EXPERIENCE?
So, you don’t
collect metrics around
CUSTOMER NEEDS?

71. You don’t ask them
WHAT they would
like and in
WHAT FORMAT?
You don’t
collect metrics
around their
EXPERIENCE?
So, you don’t
collect metrics around
CUSTOMER NEEDS?

72. Not really.

73. Not really.
As I said, what
we have done
in the past has
worked for us.

74. Then HOW do you know
what you are doing is
effective?

75. Then HOW do you know
what you are doing is
effective?
HOW do you know what
services to provide healthcare
professionals?

76. HOW do you
know what
educational needs
they have?
Then HOW do you know
what you are doing is
effective?
HOW do you know what
services to provide healthcare
professionals?

77. Biopharma.
You need to think customer first.

78. Inspiring audiences. Motivating change. Thinking beyond.
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