Six Ways Healthcare Is Shifting in the Era of Radical Customer Centricity

By Lyn Falconio, Chief Marketing Officer, Publicis Health

Every day, our need-it-now, instant-gratification economy grows ever more substantial, and with it, so do the bottom lines of the service-focused companies of the world. They prove, time and time again, that a true customer obsession strategy is good for business. When it comes to convenience, ease-of-use, and service, the bar continues to rise, forever changing consumer expectations and challenging other brands to meet this high standard.

1. Data Activation

For pharma and healthcare companies, data is the most fundamental and precious asset in your toolkit, and the most potent driver in meeting customer needs. The more information we have on patient-consumers and healthcare providers, the faster we can identify their needs and pivot to their wants.

2. Intelligent Service Systems

While the demand for service has permeated all aspects of our lives, according to a recent study, Analytics Comes of Age, the healthcare industry is among the slowest to adopt AI and digitize its systems to anticipate the needs and ever-changing expectations of consumers. Crossing this chasm will require companies to shift from a support model to a servicization model. This affects how you look at everything, moving away from one-directional support to a bi-directional service model engineered to foster longer, more valuable, more engaging relationships.

3. Content Strategy

The future of healthcare communications is relationship-driven content — specifically, creating invitational, collaborative, dynamic, two-way content that puts people and their needs first. Rather than creating one message for one brand, the new world order of content strategy requires collaboration and engagement of consumers, who need to feel invested and in control.

4. Clinical Trial Recruitment

The path to drug approval is both lengthy and expensive. It is not uncommon for the process to take at least a decade to pass muster. Out of an $800M–$900M development budget, the clinical trial phase is by far the most expensive step in the pharmaceutical development process.

5. Workflow-Empowered Solutions

Doctors are leaving private practice and joining health systems at a rate of 900 a month. As they become employees of these health systems, they face the new pressures of outcomes-based compensation models and the administrative burdens of their workflow, compounded by an aging Baby Boomer population that demands more attention and personalized service.

6. Sales Model Transformation (Customer-Facing Model Transformation)

For a long time, the Pharma sales model worked beautifully; then it stopped working effectively. With tighter restrictions and regulations on rep visits and a galaxy of options for physicians to get the product information they need — there is a pressing need to break this model. This significant shift will move it from a sales channel to a value connected channel. The relationship of the future will no longer be rooted in the traditional product-focused sales call model but will become a concierge service model, providing HCPs, and their patients, with the bespoke programs, contact centers, clinical connections and predictive intelligence they need for optimal care.

Publicis Health is the largest healthcare communications network in the world. We are a part of Publicis Groupe S.A.

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