The Pharma Marketing Reset – Part Four
28 oct 2020
The Pharma Marketing Reset: Strategies for improving customer experience
The radical change to deliver patient and customer-centric engagement
This 4-part white paper is written by SOPHIE STIEWE, a Graduate Marketing and Project Management Assistant at Uptake Strategies’. Sophie has a Master of Biochemistry in Molecular and Cellular Biochemistry from the University of Oxford. During her studies, she acquired a variety of practical experiences within the pharmaceutical industry via internships, competitions, and masterclasses at industry-leading companies. She is presently on a two-year fast track Graduate scheme and pursuing her interest in marketing by studying towards a CIM Diploma in Professional Marketing.
Part 4: Strategies for improving CX
The complexity of having diverse customers with different needs, expectations and channel preferences as well as the competitiveness of the pharma / biotech industry, makes the role of a marketer increasingly challenging. In recent years, many drug launches have underperformed and one of the key differentiating factors between many successful and unsuccessful launches is the customer experience. Consequently, the final part of our 4-part series ‘The Pharma Marketing Reset’ explores customer-centric engagement in the pharmaceutical industry. We focus on how pharma brand teams can create strategies to deliver superior, differentiating customer experiences. Key elements include:
1 – Leveraging social science and behaviour change models
2 – Using Big Data to create personalised marketing
3 – Maximising the relevance of online marketing content for specific customers
Our final recommendation is to shape the ideal training a pharma marketer should receive to thrive and make a difference in today’s non-linear world of pharmaceutical and biotech marketing.
Please see our top tips for how pharma brand teams could improve the customer experience they deliver:
If you would like to read Part 3 of this white paper please contact Lauren.Pearson@uptakestrategies.com.