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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.

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