Hey, Pharma, Customer Experience is not a add-on, it is at the center of an elastic Brand that wins

By July 21, 2013Uncategorized

Last month, I Chaired a two-day conference called "Mobile Pharam BizTech", which was truly a great learning experience (thank you, Tom Hanley and PanAgora!). Ok, the title might not fall off the tongue, but the content it conveys was just that — the presentations covered the broad and converging swath of pharma's understanding and grappling with mobile usage, mobile technology, the role of content, the challenge of change management (i.e. sales force adoption), and user experience. 

I have attached my opening remarks, which were intended to give context to the conference by taking a landscape view of the mobile and mHealth marketplace :
Download Mobile Pharma BizTech Conference 2013 v3

I have always obsessed about user experience and how often it seems an afterthought in so many digital tactics. I was reading an HBR blog which was discussing a Forrester Report on how mass market organizations are embracing user experience as an integral part of their culture — content worthy of sharing and which should be taken very seriously by pharma/biotech brands. (And I end on some questions all clients should be asking themselves.)

Here is the opening paragraph from the HBR blog (by Karen Bodine): 

"In a recent Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team's strategy for customer experience is market differentiation. And an ambitious 13% said that they'll settle for nothing less than having the best customer experience across every industry — in other words, these companies want to be the next Apple, Disney, or Zappos."

Here is the Forrester chart: 

Customerinnovation

Does ANY pharma/biotech/life science company actually have dedicated personnel to this critically differentiating element of your digital marketing? Do you make sure your Agencies bring it to the table? 

I could write for pages on this, and without trying hard list a dozen examples of pharma/biotech REALLY BAD customer experience — whether at an HCP or patient site, ad unit, sponsored area, email, mobile App, on and on…but I won't. Tilting at windmills, as the saying goes. I want to offer some help. All brand marketers should stop and yourself brands should ask themselves before they start the "We need more digital!" firestorm. 

1. Do you currently weigh the User Experience across each screen/tactic?

2. Do you apply different actions and content to each?

3. Do you apply both holistic measurement to your digital eco-system, as well as unique metrics relevant to the different screens/tactics? 

4. Do you really understand the importance of this topic to your organization?

5. Don't I really want to spend my coveted digital budget on anything on the most engaging experience? 

Good customer experience is not easy to achieve, but bad customer experience is easy to measure. If you are a client, next time you review any digital tactic, pause and ask those questions.

 

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