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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Article
Pharma's Guide to a Differentiated Customer Experience
Apr 12, 2023
Over the last decade, but especially in the last few years, much has shifted in the pharma marketplace.
The good news: There are new ways to reach and engage customers, and digital engagement with providers is significantly higher than pre-pandemic levels.
But, there are new challenges, too: Patients are more informed and have higher expectations for their health outcomes, providers are seeing the boundaries blur around where and how healthcare is delivered, and payers are driving an increased focus on pay for performance.
Some pharma companies have started moving in response to these challenges, and there's consensus on the importance of customer experience and omnichannel engagement. The vast majority of pharma companies have made customer experience strategy a budgetary priority. But the hardest part isn't the strategy — it's the execution.