Issue

In recognizing the evolving world of healthcare, a pharmaceutical client implemented a corporate goal to achieve a "best-in-class" customer experience for one of its key therapeutic programs. The goal of the study was to develop a set of metrics to measure overall customer experience and to identify which touch points, such as sales, service and educational support, have the greatest impact on overall experience.

Process

We conducted a 30-minute online survey with 1,300 physicians across the US, UK, France, Italy, Spain, Japan, Russia, Latin America, Mexico and Turkey. Based on cultural differences, Market Strategies customized its recruiting methods by country to ensure optimal response rates.

Result

Market Strategies' research revealed that service and support had greater impact than products on overall customer experience. In addition, Market Strategies isolated the specific personnel behaviors that have the greatest influence on overall experience by region. Based on this information, the client was able to prioritize budget resources to continue improving overall customer experience ratings.

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