How to Orchestrate Genuine Customer Centricity in Pharma Sales and Marketing

Posted by Pratap Khedkar on Tue, Feb 25, 2014

When the health care industry talks about “patient-centered care” or the automotive industry talks about the “customer experience,” they’re referring to how the customer sees the interaction with the company from his or her point of view. It means creating a customer experience that transcends the product or transaction and leaving customers with a positive emotional connection with your company.


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The Future of Pharma Sales and Marketing Stands in the Customer’s Shoes

Posted by Pratap Khedkar on Mon, Oct 21, 2013

Who doesn’t want to be customer-centric? Companies in all industries have long tried to position their sales and marketing efforts to be this way: to gain a 360-degree view from the customer’s perspective so you can design the customer experience to maximize value. It’s an idea starting to take root in the pharmaceutical industry—though there isn’t general agreement yet about how to develop a customer-centric approach, if it’s entirely necessary or even what "customer-centric approach"actually means.

But when physicians, patients, payers and providers are being bombarded by messages through so many different channels, pharmaceutical companies must at least consider taking a customer-centric approach.


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