Editor’s Note: If your company needs to understand where to focus resources in an increasingly complex, multi-channel world, please join our Life Sciences division for Beyond Sales Effectiveness: A Holistic Measure of Stakeholder Experience on March 29.
The world is always changing, and the pharmaceutical industry is no exception.
The Way Things Were
Customer experience research in pharma used to be heavily centered on sales representative performance because they were the “face” of the pharma company and the primary touch point with physicians. They had significant opportunity to form close, personal relationships. Research studies focused on whether sales reps were knowledgeable and professional, respected the physician’s time and helped enable physicians to better take care of patients. But a lot has changed in the past few years…