Pursuing a path toward optimized customer experiences and revenue growth
The research clearly shows that prioritizing HCP’s and fostering positive customer experiences has the potential to pay dividends by cultivating trust and ongoing positive interactions.
Prioritizing being relevant, responsive, and creating a coordinated process for HCP interactions as well as adopting a customer engagement framework like CX MODELS can also lay the groundwork to drive organizational change and lasting results.
It is clear when life sciences organizations focus on creating an orchestrated omnichannel strategy built on the foundation of a customer-centric culture and data intelligence, they have the potential to drive enhanced access to HCP engagements, maximize the value of interactions, and optimize ROI in the coming years.
Thoughts from Indegene experts
Jay Schwartz, VP Customer Engagement, Indegene
When building a truly optimized customer experience, the data utilized to evaluate progress cannot be limited to one data source. Too often, prescription prescribing data is utilized to determine customer success. While this measure is a critical component, it should not be evaluated in the absence of other key customer measures.
Understanding how the customer is engaging with the organization and therapeutic offering can be measured by interactions with the salesforce, medical liaisons, digital medium, product access specialists, and so on. It is critical to see the full picture to understand the level and magnitude of customer engagement. If one area of engagement is low, it may be the critical piece to unlock customer advocacy in support of product selection.
Peter Marchesini, SVP Commercialization Solutions, Indegene
While things are changing, there is so much that stays the same. The essence of commercial promotion is that you have relevant messaging that needs to get to the HCP. Whether it is done through a human channel or a digital channel, your goal is for the message you sent to be properly received, understood, and lead to appropriate patient utilization.
To rely on any one channel of communication is inefficient and incomplete. Not taking a personalized approach into account is not taking advantage of the tools and data that are needed to create an efficient approach. To treat any one of these digital channels as a tactic rather than giving it the same time and attention we have given to reps is not understanding how our customer base wants to receive their product and scientific information. You can choose to waste time, energy, and effort...but eventually someone will ask you why you have not explored, in a thoughtful way, a digital approach in combination with your sales team.