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
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