Customer journeys are highly strategic and – in a competitive and regulated environment like life sciences – understanding them can literally make or break the success of a new drug launch, as well as efforts to achieve long-term loyalty and adherence. For pharma, added complexities start with the definition of the “customer.” While patients are the end consumers, pharma has more direct relationships with prescribing health care providers (HCPs), who significantly influence the patient experience and most certainly determine the successful marketing of medications.
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Uneak White's Personal Brand Exploration Presentation
Pharma Marketing: Get Started on Creating Great Customer Experiences with Journey Strategies
1. Pharma Marketing:
Get Started on Creating Great
Customer Experiences
with Journey Strategies
By Connie Moore
Highlights
2
Executive Summary
4
Focus Journey
Strategies on Speed,
High-Value
Interactions, and
Analytics
8
Be Prepared: CMOs
Will Encounter
Challenges with
Journey Strategies
9
Journey Strategies
Create Challenges by
Attempting to Span
Business Silos
10
Start by Following
Best Practices
12
Case Study: Roche
Diabetes Care Is
Transforming from
Medical Devices to
Disease Management
14
Build Awareness,
Use Data, and Focus
on Results to Achieve
Success
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