Why Pharmaceutical Companies Need to Prioritize Customer Experience (CX) Initiatives
Brian Fitzgerald | February 9, 2023
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A great customer experience for pharmaceutical companies is one of the most important aspects of any business, and pharmaceutical companies are no exception. Research shows that 86% of customers, whether a prescriber or patients, will pay more for a great experience. But that’s not the only reason pharmaceutical companies need to prioritize customer satisfaction. Our informative infographic highlights several more.
For example, a recent survey revealed that 76% of customers expect companies to take the time to learn about them as individuals,1 and then use that data to customize their experiences. This means that pharmaceutical businesses must be willing to go above and beyond for their customers, treating each one as an individual if they want to stand out from the competition. A good pharmaceutical customer experience can also improve a brand’s reputation. As we all know, bad news travels fast.
While 72% of customers will share a positive experience 2 with 6 or more people, unhappy customers share with many more. Research has found that if a customer is not happy, many of them will share their experience with 15 people, or even more. That means if your company fails at delivering great experiences, word will spread quickly — leading potential patients or prescribers away from your brand before you even have a chance to win them over.
More Reasons to Invest in Customer Experience
With such powerful evidence, it’s no wonder companies within the industry are taking steps to prioritize their Customer Experience initiatives. The numbers just don’t lie! And beyond the data we’ve collected, there are several other reasons why pharma companies should focus on improving their Customer Experience. Here are our top 5.
1) Boosts Brand Loyalty
A great pharmaceutical customer experience increases brand loyalty, which means customers are more likely to return to your company again and again. This can be especially beneficial in pharma, where prescribers and patients both rely on consistent, reliable products, services and information. By providing an excellent customer experience, each time your reps visit a doctor's office, you can increase their loyalty and ensure they prescribe your brand in the future.
2) Improves Operational Efficiency
An efficient customer experience reduces operational costs because it cuts down on unnecessary wait times and makes sure all processes run smoothly from start to finish. For example, if you have an automated engagement system in place that allows prescribers to connect with company reps seamlessly, you can reduce wait times by making sure the products and information are available when needed. This type of initiative not only saves time but also improves overall operational efficiency by streamlining processes and reducing errors due to manual entry or mishandling of information.
3) Builds Relationships
By prioritizing pharmaceutical Customer Experience initiatives, companies can build relationships with their customers through personalized interactions and experiences tailored specifically to meet their needs. This could include offering access to online resources such as educational materials about treatments or medications, personalized reminders about upcoming meetings, or even programs that encourage continued consideration of your company's products or services. These types of interactions help build trust between customers and businesses while simultaneously increasing engagement rates with your brand and its offerings.
4) Enhances Customer Satisfaction
A great pharma customer experience leads to better satisfaction among prescribers because it focuses on meeting the needs of the individual rather than treating them like just another number. By creating a personalized experience for each prescriber that takes into account their specific needs and preferences, you can create a positive relationship between your business and its consumers that will lead to increased satisfaction across the board.
5) Increases Reputational Growth
Prioritizing Customer Experience initiatives helps increase reputational growth because it opens up new opportunities for positive word-of-mouth from satisfied customers who had an exceptional experience dealing with your business. Additionally, focusing on Pharma Customer Experience helps improve brand recognition as people become more familiar with your company’s products and services thanks to these positive sentiments spreading across the industry.
ZING Offers a Better Customer Experience for Pharmaceutical Companies
To help pharmaceutical teams level up their Customer Experience game, the team at P360 offers the ZING Engagement Suite. ZING is a robust unified communications as a service (UCaaS) platform that enables pharmaceutical sales teams to engage with healthcare professionals (HCPs) via multiple modalities without barriers. ZING addresses all the pain points associated with traditional HCP engagement by enabling compliant communication with features including text messaging, two-way voice and video calling, onscreen collaboration and form sharing, inbound communications with QR code scanning, artificial intelligence (AI) assistance, signature capture, easy access integrations and more.
The ZING Engagement Suite is the only platform available that equips pharmaceutical sales and marketing teams with everything they need to engage with healthcare professionals in a streamlined, digital-first manner. ZING even integrates with leading CRMs and is full of powerful features that enhance any sales enablement strategy or workflow. But for HCPs, ZING offers a seamless, hassle-free experience that is seen as nothing different from their normal mobile communication method. There are no apps to download or logins and subscriptions for end-users to deal with.
Why Leading Brands Choose ZING
Pharmaceutical companies are faced with the challenge of staying competitive in a rapidly changing industry. Fortunately, by prioritizing their Customer Experience initiatives, they can find success by boosting loyalty among existing customers, improving operational efficiency, building relationships with consumers through personalization efforts, enhancing customer satisfaction levels, and increasing reputational growth. And ZING makes all this possible. By leveraging its powerful capabilities, companies can ensure they remain firmly on top in an increasingly competitive market.