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Digital Acceleration And ‘Broken’ Customer Experience: What Pharma Should Look Out For

 
• By Anju Ghangurde

Biopharma experts discuss at a summit core issues around ensuring that fast-paced digital acceleration does not jeopardize the overall experience of healthcare professionals. Clarity about customer needs/behaviors, embracing a fail-fast, learn-fast mindset and measuring customer experience were among the aspects touched upon.

broken glass
Digital Acceleration Hasn't Always Translated Into Great CX • Source: Alamy

The pandemic has turbocharged pharma’s remote interactions with healthcare professionals (HCPs) - but accelerated deployment of new digital channels without a comprehensive customer-centric strategy or clear internal operating model that backs these initiatives could result in “disjointed” experiences, industry experts have warned.

Addressing the Indegene Digital Summit, Hannah Price, director of CX (Customer Experience) at DT Consulting, underscored the value of customer understanding, noting that all teams developing engagement channels and producing content need to have clarity

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