Caroline and Harry explore why customer engagement is still falling short despite major investments in platforms, CRM upgrades, digital capability training, and customer journey mapping.

They unpack research which shows a deep disconnect between HCPs, who remain underwhelmed by how Pharma engages with them, and Pharma executives, who remain convinced they’re doing brilliantly.

The real issue? Behaviour. Mindsets. Accountability. And a lack of consequences when organisations still behave in brand-centric (rather than customer-centric) ways.

Caroline and Harry explore what it'll take to move customer engagement from rhetoric to reality: from redefining incentives and measuring true customer value, to co-creating with HCPs and role-modelling customer-focused change from the top.

Research mentioned:

https://www.iqvia.com/-/media/iqvia/pdfs/mea/white-paper/hcp-engagement-model-2-in-post-covid-world.pdf

https://www.forrester.com/report/the-state-of-us-consumer-personalization-2024/RES181819

https://www.deloitte.com/us/en/Industries/life-sciences-health-care/articles/customer-engagement-strategies-pharmaceutical-industry.html