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Can pharma create customer experience content?

 

Can pharma go from just sharing content to creating customer experience content?

question 1: we are living in an age of customer experience. what do we mean by customer experience?

Forrester defines customer experience as *How customers perceive their interactions with your company*

From a customer’s perspective it must be:
useful – deliver value
usable – easy to find and engage with
enjoyable – emotionally engaging and people want to share or engage with

Forrester customer experience professionals
According to Gartner customer experience is *the practice of designing and reacting to customer interactions to meet or exceed customer expectations and this increase customer satisfaction, loyalty, and advocacy.*

question 2: what type of content creates that customer experience?

  • you have to care enough about the customer and be interested enough to understand their pain points, motivations, needs and wants
  • listen to your customers and take what you have learned and create the content that will meet their needs
  • create content that is compelling and enticing enough for the reader to cause them to take action
  • remember consumers are no longer passive players in treatment selection and usage they have unique expectations and demands
  • healthcare customers are more self-empowered today, they are more proactive and can educate themselves thoroughly before each purchase or decisions
  • measurement:
    • what was the quality of the customer experience?
    • how did your customer experience efforts affect sales?
    • does it solve a problem? or is it a resource? or is it information?
  • governance:
    • cross-functional collaboration is needed between marketing, medical, legal, IT, call centers, sales, and management
    • sorry but speaking directly to patients via direct-to-consumer marketing is not customer experience
    • in the end, good content experiences lead to good feelings about brands

question 3: how can pharma make the shift?

  • pharma is heavily regulated and it crushes ideas without even thinking, this mindset needs to change
  • pharma needs to start employing people with customer experience knowledge and skills
  • forget the company focus on the drugs
  • learn from retail
  • don’t do it all once, pick a market, a drug, some good people, start investing, tolerate mistakes and go slow
  • be creative with both content and formats, get followers to create content for you

question 4: customer experience content and its role in the customer journey?

  • every phase of the customer journey creates the customer experience
  • you need to plan for the entire customer life cycle and not just for the prescription

anatomy of an experience map here is an example from Adaptive Path for Rail Europe 

 

question 5: how can pharma stand out?

  • do not become deaf to the real voices of real customers, know your target audience and what they want to see
  • do a content inventory and audit, what content do you have and how is it performing
  • new product updates or sales or too much vanity are the surest way to turn people off
  • remember to customize your social content based on social channels
  • always ask your customer what kind of content do they want to see, encourage them to create content and spread the word for you, User Generated Content
  • make sure your sales and customer service teams know about your content and how they can use them – this exposes your content to your customer facing people

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