Discussing Patient Centricity’s Challenges and Opportunities

Posted by Pratap Khedkar on Wed, Jun 21, 2017

In my last blog post, I used the pharmaceutical industry’s quest for patient centricity as a jumping-off point to discuss how pharma companies need to focus on customer centricity, rethinking their commercial strategies to better address their many stakeholders in the evolving healthcare ecosystem. But since patients’ wellness is the pharmaceutical industry’s reason for being, patient centricity should remain pharma’s North Star. 


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International Customer Segmentation and Targeting: Opportunities and Challenges

Posted by Iain Fratter on Mon, Jun 12, 2017

This blog post is the first in a three-part series on why biopharmaceutical companies should develop and implement an international customer segmentation and targeting strategy, what it takes to get started, and how one company has found success. 

With high shareholder expectations, biopharmaceutical companies must focus on customer experience through stronger international customer segmentation and targeting in order to deliver sustainable competitive advantage. The problem? These companies compete amid complex markets and organizational tensions that can hold back commercial transformation. 


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Let’s Get Personal: How to Become an ‘Experience-First’ Company

Posted by Prasad Adavadkar on Wed, May 10, 2017

"No man ever steps in the same river twice, for it's not the same river and he's not the same man."

The quote by the Greek philosopher Heraclitus applies perfectly to marketing in today’s digital world, where hyper-personalization efforts at millisecond intervals are important to delivering engaging customer experiences and meeting the customer “in the moment.” Digital disruption is creating a mandate for every company, including those in life sciences, to transform into an “experience-first” company.


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Multichannel Marketing Can Help Make or Break Your Customer Experience

Posted by Ankush Gupta on Mon, May 08, 2017

The biopharmaceutical industry isn’t the only one that faces challenges in crafting a positive customer experience. I recently contacted two investment firms regarding potential investment opportunities. During the initial call with each company, I shared my key requirements: my desired minimum return, a quick turnaround time for making my investments (within a month), and my communication preferences (email and text only). 


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Patient Centricity Is Important, but Customer Centricity Is Imperative

Posted by Pratap Khedkar on Mon, May 01, 2017

Paul Darling co-authored this blog post with Pratap Khedkar.

Patient centricity was the rallying cry at last month’s eyeforpharma event in Philadelphia, with many speakers echoing the sentiment that the patient is at the center of what we do. That’s great in theory, and it has always been true for pharmaceutical products, but here’s one of the main reasons why patient centricity remains more of a talking point than standard business practice: The pharmaceutical industry has little control over ensuring that a patient benefits from a particular medicine. The patient may be at the center, but pharma is at the periphery.


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