Modernizing pharma’s customer engagement strategies

Analysis

Modernizing pharma’s customer engagement strategies

Driving more value through personalized customer experiences

The pharmaceutical industry is grappling with delivering meaningful experiences to a growing number of customer types. As savvier customers demand more personalized experiences, major tech companies are adapting to stay ahead of the curve. To meet customer engagement challenges, pharma companies will need to reconsider future engagement strategies from technical and operational standpoints.

A transformative shift in the pharma industry

Pharmaceutical companies face marked dissatisfaction over traditional engagement methods and added competition from those already delivering personalized experiences. Based on surveys and discussions with health care providers (HCPs) and pharma leaders, we’re seeing a shift toward integrating, personalizing, and automating customer engagement. This will necessitate new engagement models that merge in-person relationships with efficient, intelligent automated strategies.

Personalizing the experience for modern pharma customers

Learn how pharma companies can adopt new engagement strategies to meet evolving customer demands—and stay competitive.

A shifting market: Exploring drivers of change

Customer satisfaction is a primary success metric for pharma companies. While many feel like they’re succeeding, customers say they’re falling short.

  • 80% of pharma executives are content with their customer engagement strategies
  • 35% of HCPs said that pharma’s customer-facing resources met their needs

These perception gaps span several areas, with nearly half of HCPs stating they find representatives’ scientific communications ineffective and prefer receiving information from non-pharma company channels. HCPs are looking for more coordinated, integrated, and relevant engagement from the life sciences industries. Stakeholders also expressed that they want clearer communication and more trusted interactions to inform their decision-making.

Five customer engagement models of the future

While integration, personalization, and automation should be central to customer engagement for all pharma companies moving forward, every organization will respond differently. We’ve developed five unique customer engagement models to drive growth based on different capabilities, business objectives, and market positions. Consider them a starting point that can be modified based on factors like geography or portfolio.

${column1-large-text}

Integrator model

Enhance account-based marketing in complex care environments to engage with key buyers and drive sales across various brands or therapeutic fields.

${column2-large-text}

Concierge approach

Mitigate access, education, or reimbursement barriers for products tailored to relatively small patient populations or competitive market segments.

${column3-large-text}

Always-on amplifier model

Use for high-margin products geared toward treating common conditions to engage consumers across multiple channels in a differentiated way.

${column4-large-text}

${column4-title}

${column4-text}

${column1-large-text}

Digital driver approach

Provide educated customers with clear, on-demand data so you can limit spending on a leaner field force while still owning the relationship.

${column2-large-text}

Outsourcer strategy

Use when products have a clear value proposition and need less promotion to cultivate relationships and prioritize scarce resources.

${column3-large-text}

${column3-title}

${column3-text}

${column4-large-text}

${column4-title}

${column4-text}

Crafting a new vision of the future

With major shifts in technology and strategy already affecting pharma customer engagement strategies, innovative leaders have an opportunity to shape the future of the industry. Choosing one or more of our models can guide short- and long-term customer engagement activities, help drive growth, and foster trust in the shifting life sciences landscape.

Getting started

Find out how we can help your organization implement integrated communications for a more personalized customer experience. To learn more about these customer engagement strategies in the life sciences and health care industry, start a conversation.

Get in touch

Dave Rosner
Principal
Deloitte Consulting LLP
drosner@deloitte.com

Kate White Walters
Senior Manager
Deloitte Consulting LLP
kawhitewalters@deloitte.com

Fullwidth SCC. Do not delete! This box/component contains JavaScript that is needed on this page. This message will not be visible when page is activated.

Custom CSS & JS

Insert Custom HTML fragment. Do not delete! This box/component contains code that is needed on this page. This message will not be visible when page is activated.
+++ DO NOT USE THIS FRAGMENT WITHOUT EXPLICIT APPROVAL FROM THE CREATIVE STUDIO DEVELOPMENT TEAM +++

Insert Custom HTML fragment. Do not delete! This box/component contains code that is needed on this page. This message will not be visible when page is activated.
+++ DO NOT USE THIS FRAGMENT WITHOUT EXPLICIT APPROVAL FROM THE CREATIVE STUDIO DEVELOPMENT TEAM +++

Did you find this useful?