Marie Yurkovich and Olivia Tang-Kong co-authored this post with Jon Roffman.
Precision medicine in cancer care has been anticipated and talked about for years. The ability to classify a patient based on her tumor’s molecular changes and then treat her with the right targeted therapy is a concept that gives hope to the many men, women and children diagnosed with cancer. Given recent advancements, there’s good reason for this hope.
What’s the experience that we want our customers to have? It’s a simple question, really, so why isn’t it front and center for marketing and sales people at oncology companies? Perhaps because being in the business of providing life-extending medicines to cancer patients, we would believe that should result in a positive customer experience. We’d at least expect an experience that’s better than, say, the next iPhone or a visit to the Magic Kingdom, and yet when you look at the Net Promoter Score for oncology manufacturers, the experience that they deliver lags woefully behind that of Apple and Disney. In fact, based on a recent research study conducted by ZS, we see that most oncology manufacturers have a negative Net Promoter Score, meaning that more of their customers have a negative experience than a positive one.