Setting industry standards for superior customer service in pharma industry

To truly set industry standards, pharmaceutical companies must optimise customer experience at every stage of the patient journey

- By Farman Nizar

IN the era of digital transformation, customer experience has emerged as the primary differentiator in the business landscape.

The pharmaceutical industry, like many others, must recognise that the centrality of the customer is not just a competitive advantage but a necessity for sustainable growth. Studies indicate that businesses investing in superior customer experience witness an 80% increase in revenue1.

Additionally, 93% of consumers2 are more likely to make repeat purchases with companies that provide excellent customer service. In contrast, 89%3 of customers who switch to competitors do so due to poor customer experience. These statistics underscore an undeniable truth: customer service is the cornerstone of success.

The importance of patient-centric service

A patient-centric approach is fundamental to improving customer satisfaction, ensuring regulatory compliance, and fostering brand loyalty in the pharmaceutical sector. Unlike traditional retail, pharma companies often operate through intermediaries, including physicians, regulators, and insurers. This makes direct engagement with customers more complex but no less critical. Prioritising customer support services, personalised interactions, and seamless accessibility to healthcare products is imperative.

A robust customer service strategy in the pharmaceutical industry should aim to:

Empower patients: Providing accessible and comprehensible information about medicines, treatment options, and healthcare solutions.

Improve patient outcomes: Offering guidance on medication adherence, treatment plans, and lifestyle adjustments.

Enhance accessibility and affordability: Ensuring transparent pricing, collaborating with insurers, and providing financial assistance programs.