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Customer Engagement: Benchmarking Pharma Companies

Customer Engagement: Benchmarking Pharma Companies

Introduction

Customer engagement is generating a positive buzz across the pharmaceutical industry and that's proving to be a welcome change. Drug manufacturers are making excellent progress as they move away from the brand focus of old and develop new customer-focused engagement strategies. What have the front-runners achieved so far and how have they tackled this new challenge? Customer Engagement: Benchmarking Leading Pharma Companies provides an inspirational look at 7 leading players and offers insight into their success as well as practical ideas about how it can be replicated.

Introduction

Reasons to Purchase

Benchmarking

Benchmark Companies

Novartis

Merck & Co.

GlaxoSmithKline

Bayer

Lundbeck

Teva

LEO Pharma

Customer Engagement Benchmark Topics

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

Reasons to buy this report

Building positive customer relationships is all about engaging, interacting and evolving – and many key players are enjoying putting the human element back into business. But it's not all hearts and flowers: the pharmaceutical industry still has to tackle its somewhat tarnished reputation and build trust. The idea that customer engagement is not only a commercial strategy but could also prove to be a wider force for good is gaining traction. Greater transparency, high quality targeted interactions, and a willingness to deal with publicly expressed concerns head-on all show pharma in a more positive light. That's a valuable additional benefit from customer engagement activity, even if it wasn't part of the master plan.

This report will enable you to:

Find out what leading players such as Novartis, Merck, GlaxoSmithKline, Bayer and Teva are doing to advance their customer engagement agenda.

Assess the changing roles, responsibilities and internal structures required to deliver successful engagement with HCPs, payers and patients.

Understand how best to address data collection, analysis and usage – and translate a growing body of stakeholder information into useful customer engagement tactics and strategies.

Discover the 10 key success factors that all the case study companies included in this report have in common.

Formulate new ideas on digital strategies, managing positive and negative social media interaction, and provide more streamlined omnichannel experiences.

Know the companies to watch and the future trends to look out for when evolving your customer engagement programme.

Table of Contents

Executive summary

Research objectives

Research Methodology

Experts interviewed

Definitions

The customer engagement landscape

Key insights

Key trends in customer engagement

The need to deliver better customer experiences

Understanding customer engagement behaviour

Strategies for customer engagement: The quest for a new model

Customer segmentation for efficient customer engagement strategies

Benchmarking pharma companies on customer engagement

Key insights

Novartis

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

Merck & Co.

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

GlaxoSmithKline

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

Bayer

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

Lundbeck

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

Teva

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

LEO Pharma

Internal structure and functions

Strategies and innovations for customer engagement

Data collection, analysis, and use

Challenges and solutions

Future trends

Segmenting companies

Companies to watch

Key insights

SWOT analysis of customer engagement

Key success factors: Commonalities across companies

Conclusion

Appendix: Biographies of Experts Interviewed

About FirstWord

FirstWord is an innovative industry intelligence leader serving over 240,000 Pharma and MedTech professionals worldwide. FirstWord offers a range of products and services designed to help your company gain a competitive edge by making key business decisions with speed and confidence.

FirstWord Pharma PLUS is a personalised and comprehensive intelligence service delivering up-to-the-minute pharma news, insight, analysis and expert views of importance to your company’s success.

FirstWord Reports deliver timely, need-to-know intelligence about your products, your competitors and your markets. Covering biosimilars, market access, medical affairs, sales & marketing, technology and therapy areas, FirstWord Reports provide expert views and intelligence on the challenges facing pharma today.


1. Executive summary
2. Research Objectives
2.1 Research Methodology
2.2 Experts interviewed
2.3 Definitions
3. The customer engagement landscape
3.1 Key insights
3.2 Key trends in customer engagement
3.3 The need to deliver better customer experiences
3.4 Understanding customer engagement behaviour
3.5 Strategies for customer engagement: The quest for a new model
3.6 Customer segmentation for efficient customer engagement strategies
4. Benchmarking pharma companies on customer engagement
4.1 Key insights
4.2 Novartis
4.2.1 Internal structure and functions
4.2.2 Strategies and innovations for customer engagement
4.2.3 Data collection, analysis, and use
4.2.4 Challenges and solutions
4.2.5 Future trends
4.3 Merck & Co
4.3.1 Internal structure and functions
4.3.2 Strategies and innovations for customer engagement
4.3.3 Data collection, analysis, and use
4.3.4 Challenges and solutions
4.3.5 Future trends
4.4 GlaxoSmithKline
4.4.1 Internal structure and functions
4.4.2 Strategies and innovations for customer engagement
4.4.3 Data collection, analysis and use
4.4.4 Challenges and solutions
4.4.5 Future trends
4.5 Bayer
4.5.1 Internal structure and functions
4.5.2 Strategies for customer engagement
4.5.3 Data collection, analysis, and use
4.5.4 Challenges and solutions
4.5.5 Future trends
4.6 Lundbeck
4.6.1 Internal structure and functions
4.6.2 Strategies and innovations for customer engagement
4.6.3 Data collection, analysis, and use
4.6.4 Challenges and solutions
4.6.5 Future trends
4.7 Teva
4.7.1 Internal structure and functions
4.7.2 Strategies and innovations for customer engagement
4.7.3 Data collection, analysis, and use
4.7.4 Challenges and solutions
4.7.5 Future trends
4.8 LEO Pharma
4.8.1 Internal structure and functions
4.8.2 Strategies and innovations for customer engagement
4.8.3 Data collection, analysis, and use
4.8.4 Challenges and solutions
4.8.5 Future trends
4.9 Segmenting companies
4.10 Companies to watch
4.11 Key insights
4.11.1 Roche
4.11.2 AstraZeneca
4.11.3 Takeda
4.11.4 UCB
5. SWOT analysis of customer engagement
6. Key success factors: Commonalities across companies
7. Conclusion
8. Appendix: Biographies of Experts Interviewed

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