As an indispensable component of the health sector, the cus is rapidly developing with the advancements of technology. With the growth, pharmaceutical companies are looking for ways to differentiate their interactions with customers to gain a competitive advantage in the market. But, that’s not it. Customers are looking for a difference too.
According to a survey by eye for pharma, the pharmaceutical companies’ marketing executives are already recognizing that customer expectations are heightened, and it’s time that the health care industry took the perspective of the customer to thrive in the market.
This is why Customer Experience (CX) has immense potential to make a huge difference in the pharmaceutical industry. Its overall functionality is tied to people’s health, and it deals with a personal element of a customer’s life. There is so much to gain from making even small improvements to CX to show how much you care about their wellbeing.
Learn more by reading further!
What the Benefits of CX to Pharmaceutical Industry?
As you begin to treat customers with special acknowledgment while delivering exceptional service, customers would begin to value your company. Their inclination to entrust you with their medical history and make repetitive purchases of medicine and related equipment increase gradually. Eventually, your company will be rewarded with a loyal client base that values your brand as a customer-centric one.
Moreover, positive customer experience has a direct correlation with the performance of a pharmaceutical company. In fact, a study by McKinsey confirmed that focusing on CX can help pharma companies boost their sales and increase market share. As the company’s customer base begins to expand, the brand image and visibility is enhanced in the market.
Below are some dos and don’ts for CX professionals in the pharmacy market who aim to revolutionize their relationship with customers for mutual progress.
The Do’s of CX for Pharmaceutical Industry
- Learn from the patient
In order to deliver an exceptional customer experience, you have to pay attention to your customers. You can gather their feedback via multiple online and offline sources and evaluate how to make improvements to your service. Also, by working closely with physicians, you can have access to patient feedback on clinical trials to determine the efficacy of drugs and improve them over time.
- Use effective metrics to assess results
It’s vital to have metrics to quantify the reward for your efforts to improve customer experience. These will signify the ROI and help you understand the efficacy of your strategies. Some of the metrics can be conversion rates, repetitive purchase rates, and retention rates. Moreover, if customers begin to feel that your company is utilizing their feedback to provide a better experience, you will notice an increase in feedback as well.
- Understand pain points effectively
Patients in the pharmaceutical industry encounter different pain points, which can be related to the unavailability of certain medications, long waiting hours, and lackluster service by pharma companies. It’s the task of the company to identify them and look for ways through which they can be rectified.
The Don’ts of CX for Pharmaceutical Industry
- Limit the access to customer feedback to one department
Siloed departments are a major reason why companies in many industries fail to deliver a satisfactory customer experience. So, it’s important to ensure that gathered data on customers is readily available to any department. Utilize an online platform where every employee can access customer feedback to be used when interacting with customers.
- Focus only on individual customer interactions
If customer experience is how customers feel about the overall interaction with the company, focusing on single touchpoints is not sufficient. So, when you conceptualize ways to improve CX, take a holistic approach. Assess how customers feel from the beginning of their journey until the end. A detailed customer journey map can be very helpful to learn about individual engagements and how they are interlinked together.
- Neglect employee engagement
Employee engagement and customer experience are closely tied, and you cannot disregard one at the expense of another. So, while you pay attention to delivering a fabulous service for customers, think about shifting the existing corporate culture towards a customer-centric one. Focus on how to improve the dedication and commitment of employees towards delivering better CX. Take a look at a similar initiative taken by a CX expert in the pharmacy industry.
Ida Salonen is Feedbackly’s Customer Success Manager. She’s an energetic team player with a curiosity for researching and writing about CX and EX. She’s responsible for ensuring that Feedbackly’s customers have everything they need to create winning experience strategies.