Pharma’s customer engagement evolution: Is your data governance keeping pace?
PA Consulting life sciences experts Vignesh Ramesh, Bryan DeFoe, and Kunal Patrawala authored an article for Life Science Leader talking about how pharma companies can unlock next-gen customer engagement through data governance and data citizenship. PA life sciences experts Rupen Mehta and Veeral Solanki also contributed to this article.
Changing healthcare provider (HCP) and patient expectations have disrupted conventional customer engagement methods across the entire healthcare ecosystem. The traditional reach and frequency model that has been extremely successful for pharma companies is no longer adequate because the customer of today prefers a tailored experience delivered through their preferred channels.
Recent surveys have indicated that sales representatives get 3× the promotional responses when they engage HCPs via a combination of in-person and virtual channels, while leveraging personalized digital content drives 2.5× new patient starts. Now more than ever, pharma companies must adapt their customer engagement methods to focus on hyper-personalization. This approach delivers personalized content such as educational material, clinical trial results, etc. through omni-channel interactions (e.g., e-detailing, face to face, websites, etc.) that account for customer preferences, product archetypes, and environmental factors.