Pharma services and solutions

Sales and marketing: Customer Interaction Management

The challenge

How customers interact with companies and the channels they use to communicate is changing rapidly. Life Sciences companies are revamping their communication strategies to adapt to the changing customer expectations for access to timely, consistent and trustworthy information through the customers’ channels of choice. Life Sciences companies can no longer rely only on traditional messaging tactics and communication channels such as face to face interactions, print, television and call centers in a world in which “anytime, anywhere” communication has become the norm. Companies need to develop a well-integrated, multichannel customer interaction management (CIM) strategy to succeed in this new dynamic, always connected environment.

Successful CIM strategies require scalable operational processes that support the new realities of bi-directional customer interactions. At the center of this new communication model is the transformative impact of the digital channel. As customers increasingly rely on the digital channel, there is more need for companies to focus on aligning their content across channels to ensure customers have access to a consistent and comprehensive message regardless of the channel they access. The increasing presence of healthcare specific professional and consumer social networks coupled with the global ubiquity of Twitter, Facebook, and mobile technologies presents companies the opportunity to establish customer relationships with a “personal feel”, enabling more meaningful, two-way interactions.

A major factor in making multichannel customer interaction management successful is the ability to bring together the interaction data across channels. The opportunity to gain insight into the overall customer relationship provides the potential to manage that relationship in a more precise manner. Unlocking the value of data across channels, including more challenging data segments such as social media, is key to the next generation CIM model. The ability to understand customer channel preference and promotional responsiveness by conducting robust analytics represents exciting potential for companies to impact the business from a growth, margin and customer relationship perspective. Companies that succeed in leveraging customer data to understand customer preferences and create consistent, meaningful interactions across multiple channels will gain an invaluable edge over their competitors.

How we can help you

PwC understands that customer expectations related to multichannel communication are higher than ever and aligning the organization to the new customer interaction realities is best done in a systematic and holistic manner. Our dedicated commercial operations professionals have deep and broad experience addressing the customer interaction challenges faced by life sciences companies today. We can assist life sciences companies in the following ways:

• Multichannel Integration and Marketing Effectiveness: Develop the strategy, capabilities, supporting operational processes and infrastructure for establishing an integrated, multi-channel approach for interacting with customers more effectively.
• Digital Channel Enablement: Mobilize the organization to embrace and operationalize new digital channel capabilities and functions while addressing the risk and compliance issues that this channel presents.
• Customer Interaction Data and Insight: Establish scalable, flexible platforms to capture customer interactions and transform data into reliable and actionable customer insight.
• Brand Protection and Surveillance: Establish programs to mitigate risks, protect consumers, and guard trademarks against rogue distributors and illicit online pharmacies.

Common services include

• Multichannel Integration and Marketing Effectiveness
  • Closed Loop Marketing Strategy and Development
  • Marketing Process Definition and Redesign
  • Multichannel Customer Interaction Integration
  • Marketing Program Development and Management
  • Multichannel Enabling Technology Assessment and Design

• Digital Channel Enablement
  • Customer Portal Strategy and Development
  • Social Media Strategy and Operations
  • Digital Channel Integration
  • Digital Standards and Content Management

• Customer Data and Insight
  • Customer Master and Data Management
  • Multichannel Data Integration
  • Customer Analytics and Reporting

• Brand Protection and Surveillance
  • Web and Social Media Monitoring Program Development
  • Brand Protection Interventions
  • Anti-Counterfeiting Surveillance and Interventions