Each year, the pharmaceutical industry spends more than a billion dollars building multichannel capabilities and creating digital campaigns for healthcare providers (HCPs). But what’s the real outcome of all of these efforts from the customer’s perspective? We asked more than two thousand HCPs across Europe to review their most recent interactions with pharmaceutical companies. The picture our survey paints of customer experiences across content and channel execution is not a pretty one.
Companies mentioned in this report: AstraZeneca, Bayer, Boehringer-Ingelheim, Bristol-Myers Squibb, GlaxoSmithKline, Janssen, Lilly, Merck KGaA, MSD, Novartis, Novo Nordisk, Pfizer, Roche, Sanofi, Teva.
Time-pressured physicians can only do so much. Inundated with meeting requests, information, and other “updates” from pharma companies, physicians must make hard choices about which firms they will give their time to. As a result, any interaction that a pharma firm has with a busy physician becomes a crucial moment of truth; the company must take advantage of the opportunity to impress a customer with its latest data and services. But how do physicians choose which requests to accept, and how useful do they find these interactions? To gain insight into these questions, we surveyed 2,223 physicians who together accounted for a total of 2,885 interactions with pharma companies.
What Content Attracts European HCPs To Interact With Pharma?
Broadly speaking, healthcare professionals care about improving patients’ lives, boosting the efficacy and efficiency of their practice, and having a successful career. Any offering from a pharma company that fails to match even one of these criteria and instead focuses on the firm or its brands will lose out. In any customer interaction, it’s critical to get things right in two dimensions: content and channel. Content is the information or service delivered; channel is the medium through which that content is delivered. On the content side, our survey of European physicians shows that:
We also asked European physicians to identify how, or through what channel, they interacted with pharmaceutical companies. This gives some insight into their communication preferences, as well as whether interactions are moving away from traditional channels—like face-to-face meetings—to digital, self-directed channels such as websites and mobile apps. We see that:
To understand how well large pharmaceutical firms perform in their interactions with European HCPs, we asked physicians what they expect from pharma. Most HCPs want their interactions with pharma firms to deliver content or services that is relevant to their job, simple to obtain, and trustworthy. The extent to which firms deliver on these three expectations forms the basis of a firm’s Customer Experience Quotient (CXQ®)—a single metric to score a firm’s customer experience success and track it over time (see Figure 7). We found that:
DT Associates’ Customer Experience Quotient® Survey, European HCP Interactions 2017 is an online survey fielded in June and July 2017 to European healthcare professionals in general practice and six specialty areas: cardiology, oncology/haematology, pulmonology, neurology, endocrinology, and rheumatology. Via email, we invited members of Univadis—the world’s largest healthcare professional community platform, run by Aptus Health—to take the online survey. Respondents came from France, Germany, Italy, Spain, and the UK. To keep our sample statistically significant, we excluded from the CXQ® rankings pharmaceutical firms represented by less than thirty responses. Please note that respondents who use online networks, are triggered by email, and participate in online surveys have more digital experience and are more likely and confident to interact with companies digitally than those with less confidence or experience.
London, United Kingdom
For more than fifteen years, Tim has worked with commercial leaders to navigate their strategic and organizational transformations required to thrive on digital technology change. In his current role as Managing Partner, he leads DT’s Solutions and Consulting offerings…Read More
London, United Kingdom
Dennis is a recognized expert on how pharmaceutical executives can take full advantage of new digital technologies to bolster their business objectives. He brings a strategic yet pragmatic perspective on digital transformation for the pharmaceutical industry…Read More